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<^raAe RE VI E W 

9Ae Business Paper of the Motion Hdurelndustrp 

December 1, 1923 



From RUDYARD KIPLING'S Pamous novel 


George Melford 



Jacqueline Lo^an Percy Marmont 
Si^rid Holmquist David Torrence 


HFRAtiD — A picture with a soul. Picture of tre- 

niemious power, produced in magrniiicaiice. 
TIMEIS — A picture tliat attains very near to perfec- 

Scenario by F. McGreiv Wilts and Jack Cunningham 

d g>aramountQ>iclure 

: : ^ r tiiitttit riTTiiiTTT it t tttt * t 
A Superb Record 

Three Months on 

and Still Running 

Now playiiiji Chicajio and 

To open in Boston, San 
Francisco, and other larj^e 
cities at leadin«' theatres. 


Cluxrlcv 11. Diu-ll. Jr., /'i im./.-.u 

6^ rilili .'Xvonuo 

Now Yi>rk 

Put>iiah«4 we«UT by BxHiMTMt Rbvibv Pu»lishinc Corporation. Executive. Edi»ri«l Office* Kaickerbocker Bldg., Brotdwty end ♦Znd St., 
Pubhafaed weeny ty «»»'»^^ ^ HWi<-elMi Bitttf, Aa|. », 1*33, tt »Ml tt Vttt Slroutoburg, Pt., uad«r tb« ut tf Mtwb «. IWI. 

New York City. SubecrlptloB t2.»0 yeer. 

"Finest of Year!" 

"Without a moment's hesitation 
we declare 'A Woman of Paris' 
the finest piece of filmery of the 
/ear. Marvelous I — Well, that is 
inot half enough to say about it. 
The subtleness of humor, and 
grimness of tragedy, all prove the 
genius of the artist." — Irene, N. 
Y. Daily News. 

"Artistically considered, the most 
satisfactory drama witnessed in 
the New York theatres." — Burton 
Rascoe, N. Y. Tribune. 




^^\L)i'iffen and Directed by 


Now Booking 


JAary Pickfoid Charles Chaplin 

Dougloj- JairbankjJ- D W. Qnffith — ■ 

^ii-am Obramj-, firej-ident 

• Re i IX^' , 








NOV. 10, PAGE ^29 


// the lender pathos and exquisite 
feeling of Charles Dickens' immortal 
story has been brought to the screen 
in ttiis pictiirization 

Produced by 

ul Gerson Pictures CM^ 

im Josef Swickard 

DiredeMv Loriinor Johnsto: 

nick Distributing Corporation 

The Picture Plus + 




^l^ere is a production which 
offers to exhibitors exceptional 
bo?i office values PLUS a most 
unusual selection of business 
attracting advertising access- 

The celebrated artist 
John Held, Jr., created 
the posters which are 
illustrated on the opposite 
pa9e. . 


John S. Woody 



Cause Yox Divorce" 
is the son of motion 
picture entertainment 


ttiacts a maximum 

akes for satisfied 
audiences and 

^1 esults in pennanent 


A Complete and 
Concise Ledger 
System Created 
Especially for 
Exhibitors Who 
Need a Simpler 
Business Base. It 
Was Created As — 

Trial Balance Sheet 

Fof tht penod efldina- 

0«k BtltM< 

Dtbi.' Ciidt Btliixe 

r p F n I T<i 


Balance Sheet 

Pn* l»iJ» Paiod 

A Time Saving System for Showmen 

WHEN the staff of the Exhibitors Trade 
Review designed and built this simpli- 
fied system of accounting for the practi- 
cal every-day needs of exhibitors, they had up- 
permost in their minds the thought of Service. 

The time has passed when the hit-and- 
miss methods are possible in the management 
of a theatre. Hundreds have recognized the 
necessity for a special systematic layout that 
would solve the problem. 

The special offer of $2.95 for the complete 
system, including binder and all, cannot pos- 
sibly last long. That amount practically covers 
only the cost of the cover, the assembling, 
packing and handling. 

If you pass this opportunity by even for a 
day you may bCitoo late. The offer is made on 
the basis of "While They Last" and that won't 
be long. That's a sure-fire tip to showmen ! 

There are too many showmen who have 
asked us to go forward on this movement for 
us not to urgently warn you to get your order 
in quickly. 

Especially if you believe in sound business 
and really desire a simpHfied and easily under- 
stood system of charging and crediting under 
such headings as : 

The Daily Cash Record, General Assets 
and Liabilities, All Transactions, Bookings, 
Advertising, Exploitation,, Depreciation, In- 
ventories — and how to arrive at the Balance 
Sheet — Profits and Loss. 

Every one of these "systems" sold at $2.95 
is a loss to us in actual money, but we feel that 
your appreciation will many times over make 
up for the difference. 

Address your letters or wires to ' 

EXHIBITORS TRADE REVIEW, Broadway, at 42d Street, New York City 


Exhibitors Trade Review Editor-Showman-Critic Does Not Hesitate 
To Acclaim Rupert Hughes^ Attraction A Masterpiece 

A Tribute to 
-Rupert Hughes 

IF Fate or the Film Business 
should reclaim me as a theatre 
manager tomorrow — in any thea- 
tre regardless of size, location or 
population of its draw — the first 
feature I should attempt to book 

would be RENO says Eddy 

Eckels, seven times an exhibitor 
and now managing editor of the 
Exhibitors Trade Review. 

His showmanship style of re- 
view is ultra valuable to every 
exhibitor in the country. It car- 
ries the greatest message you 
will receive from anyone this 
season because it is a money 

Read every page carefully and 
then grab the first dates you can 
get on this greatest effort of that 
master showmanship author-di- 
rector — Rupert Hughes. 

An Exploitation Treatise by a Former Exhibitor Who 
Only Reviews Those Features That Possess 
Extraordinary Box-Office Value 


RENO has reached New York! It's a 
canned fact. I just saw it. And what 
a picture! 

If you'll follow my hunch you'll get out 
your own little hall-of-fame note book 
right now and inscribe the 
names of Rupert Hughes — and 
of Goldwyn— and of the "big 
four" that head Reno's remark- 
able cast. 

I honestly believe it is the 
greatest showmanship picture 
ever created. 

Greatest because it has every- 
thing a picture can have. Great- 
est because it was made accord- 
ing to exhibitor specifications. 

If Fate or the Film Business 
should reclaim me as a theatre m.anager tomorrow — in any the- 
atre regardless of size, location, or population of its draw — the 
first feature I would attempt to book would be RENO. 

The four simple letters of that title are easily worth a cool million 
to you fellows and Goldwyn. That's conservative! 

Then add the 57 other different varieties of possibilities that 
Reno off ers and you eliminate com.parison. Yes, I can truly say 
that all roads lead to RENO for the alert showman. 


IJE loved her first. 

She married an- 
other and was desert- 
ed. The news came 
from Reno. He still 
loved her so she re- 
married. The divorce 
was illegal. And 
there were two 
children ! 

IJ/ HAT is a triga- 
mist? At the 
left you have one 
on full view. It is 
Lew Cody with the 
three women, all of 
them his wives 
in one state or anoth- 
er, according to the 
48 different divorce 
laws of the Union. 
All of them have 
been " Reno-vated." 




Four Simple Letters Reeking 
With Possibilities 

ORIGINALITY? All the way! A battle 
to death on the crater mouth of a boil- 
ing geyser that will make even you hardened 
show vets thrill "to the teeth." 
Ask for anything you want. It's there. 
Emotions— grippmg, heart-ache, mother- 
love emotions! Laughs — surprise, whole- 
some reason-born laughs! 

Fights and original chases for the lovers 
of thrills. Gowns — the last word — for the 
women. The cleverest juvenile stuff of the 
season for the kids. 

And, for everybody — the great and power- 
ful thought: It is high time our lawmakers 
quit making roustabouts of thousands of in- 
nocent children. And quit making mistresses 
of hundreds of innocent women. 


A T the right you 
see ivife number 
three with friend 
husband just prior to 
their wedding break- 
fast. As is his usual 
custom, he is phon- 
ing East for money. 
It is her second hus- 
band, so she is not 
worrying. They are 
Carmel Meyers and 
Lew Cody 

TN the lower scene 
you see the great 
battle on the crater 
mouth of a gian,' gey- 
rer. They are firhling 
jor two children. The 
jather of them for 
financial reasons. The 
other for real love. 


Emotions, Laughs, Thrills and 
Drawing Power Plus 

IN this day and age of old High Cost sitting 
on the golden seat exhibitors naturally 
want the most or best for the least money. 

In that vein the biggest thing I can say 
about Rupert Hughes' RENO is that you 
can't ask for anything it hasn't got! 

You really cannot question that the pub- 
licity ammunition is anything short of show- 
manship T. N. T. But, of course, you are wise 
in asking: 'Is the story really there?" 

And I'll answer, for the good old American 
audiences, it is there 48 different ways. 

If you doubt that look up the 48 different 
state laws on divorce. Then look at RENO 
on the screen. And then look around and see 
if you can count 10 of your friends whom you 
really know are legally married. 



THE most sincere tip I can pass to you ex- 
hibitors on RENO is not only to set it in but 
set it in early. It's just one of those pictures 
that's sure-fire whether you push it or not. 

But if you do give it the average quota of 
showmanship you'll be able to get a heap sight 
chummier with your banker. 

And if you actually get behind it with all the 
power and persuasive action of printer's ink and 
general campaign work you can start planning 
now the erection of a bigger theatre to take 
care of more RENOS. 

More such consistent and sensibly priced pro- 
ductions. More pictures built according to show- 
man specifications. 

Vote for that type while you have the oppor- 
tunity — by booking it. 

I only wish that I were an exhibitor again — 
that I might have that opportunity. 


Read Them Again. Note the Real Dollar Value ot 
This Startling Attraction. Note Eddy's Wish That 
He Were An Exhibitor Again. Then Do What He 
Would Do— Book It Early! 

George Walsh Helene Chadwick Carmel Meyers Lew Cody 





^^^^fff^e^of ^^^^^^^^^ . 
. at t^»*- Grand ^°'*l-rtnifniIlffllM^ 


. Sheik -f'^^^y ^ooA^S?£fe2at and i~ 

High Power and Choose Your Weapons 

(Educational).— Two reels. "Spice ot 
program" i-; right. All are good, but some 
^re best. High Power is b e tter than 
Choose Your Weapons. These are sonie 
of the best two reelers we get.— V. t. 
Sager, Southern theatre, Akron, Ohio.— ^ 
General patronage. 

^^sii^aSiLSe^f^T^"'"^ — 

John W riawkinV - ""eels 

Bedford, MasT-An^^P,''"' ^''^'••''^ 
■ ™ass.— General patronage. 

—A snappy 
" interest. 

You can play safe with your busi- 
ness if you will save your patrons 
from being bored by over-padded 
features. You must give your 
you are lost. Give them DIVER- 
with plenty of SHORT SUBJECTS. 

will help you build up your ENTER- 
TAINMENT, as is proved by these 
reports from exhibitors in one 
issue of Exhibitors Herald (Nov- 
ember 17th issue). 

Let us write your "insurance pol- 
icy" and let this trade-mark guard 
you against loss- 

b ooked, don't b e - ^ f.J/Hr" "^''^ 
■t If they don't aulh =t 1'° 
something wron ' w^t ^ '^'S one there is 
-Walter H Sf„3*;',^ .Two reels. 

Hespeler, Ont Can If " ' 

ronage. '-an— Small town pat- 


; photography is sp?end°d T^^^' 7^^ 
class comedy that wMl i ^' ."^ a high 

ol comedy wouCT > °' ""s clas7 

Christies are Rood '"t- ^^'^^e. Most 
R- Gribble, cfand thJ,T° "^'s.-Ralp!, 
burg, Ont. Can -rln!";^' Ham- 
,. ninnmimnimrft^ patronage. 


A Big Time Production 

-'the bii new photodramatic 

screen extraVaiania 

EXHIBITORS throughout the Nation are looking to F.B.O. for 
big exploitation pictures. Our latest answer is "THE DANCER 
OF THE NILE" with Carmel Myers, June Elvidge, Bertram 
Grassby, Malcolm Macgreggor and giant cast. 

Here is a screen extravaganza you can ballyhoo like a 
circus. It has everything. It has giant possibilities 
because it is a fiery love story of the days of 
King TUT, who hqs had more front page adver- 
tising and publicity than any character in history. 
Take our word for it, — and grab — 

Carmel Myers 


Wm. P. S. 


A Passionate and Fiery Love 
Story of the Days of King Tut 

ASK your nearest F.B.O. exchange for a copy of the Big Time 
Press sheet that shows you how to clean up with this picture. 
Big -national tie ups. 300,000 phonograph records already 
manufactured and ready for distribution throughout the Nation 
through Victrola stores. Big National hit song tie up. 

Biggest novelty crowd-getting cut-outs you. ever saw. Here's 

Film Booking Offices of America, Inc. 
723 Seventh Ave., New York, N. Y. EXCHANGES EVERYWHERE 

Sales Office, United Kingdom, R-C Pictures Corporation 
26-27_D'Arblax_Strfiet.JKardour Street. London, W. I. England 



LOU TELLEGEN, famous stars of screen 
and stage, play leading roles in "Let No Man 
Put Asunder," the J. Stuart Blackton Produc- 
tion which will be released by Vitagraph. This 
super-feature is an adaptation of Basil 
King's famous novel on divorce. Leaders of 
social thought of today stand aghast at the 
spread of domestic discontent throughout the 
world. Basil King's story of three couples, 
gifted with riches and social position, who 
find life tasteless and who seek in vain for 
happiness over luxurious roads of idleness is 
one of the strongest arraignments of social 
folly that has ever been written. The screen 
drama, a highly emotional and gripping trans- 
lation of the author's indictment of frivolities 
which lead to unhappy marriages, by its 
frank presentation, points the way to a cure 
for marital discord. 

The picture provides for Pauline Freder- 
ick the greatest emotional role she has ever 
essayed. Miss Frederick is noted for her 
dramatic interpretations of women torn by 
conflicts of love. In Mr. Blackton's new pic- 
ture all of her artistic prowess is given full 
flight in the gamut of emotions she is called 
upon to translate in moving film. Petrina 

Faneuil, the character she plays, will un- 
doubtedly Jake its place at the head of all 
of the screen portraits this remarkable ac- 
tress has contributed to motion pictures. 

The part of Dick Lechmere, awarded to 
Mr. Tellegen, famous as "the great lover" 
of the screen, is one for which this actor 
is exceptionally fitted. Lechmere's marriage, 
divorce and the tragedy that ensues, lifts the 
role out of the conventional "third-in-the- 
triangle" class into one of appealing sym- 
pathy. He is married to an opera singer and 
after their separation weds Petrina, whose 
union also has been smashed through modern 
follies, arid in the end makes the supreme 
sacrifice and Petrina is restored to happiness 
with Harry Vassall, the man she first married. 

Vassall is played by Leslie Austen, one of 
the most popular young leading men of the 
day. Like Mr. Tellegen he is an actor 
schooled on the legitimate stage and makes a 
splendid foil for "the great lover." 

The opera singer is played by Helena 
D'Algy, a beautiful young Spanish actress 
Miss D'Algy is a striking brunette and a 
dancer of marvelous ability. One of the 
most sensational episodes in the picture is 
that in which she dances as a lure to Dick 

Others in the all-star cast selected by Mr. 
Blackton are Pauline Neff, whose dis- 
tinguished personality fits perfectly the role 
of Lady Emmy de Bohun, Violet de Barros, 
who plays Polly, Martha Petelle, Gladys 
Frazin, Clifton Webb and Homer Lind. 

Vitagraph has provided gorgeous scenic in- 
vestiture for "Let Not Man Put Asunder.'' 
Especially designed sets have given full play 
to Mr. Blackton's famous artistic photographic 
compositions and he has evolved a score of 
new efi^ects in lighting which promise to add 
to his fame as an originator of revolutionary 

Every scene in this gripping drama of the 
marriage problem is one of luxury. The play 
deals with men and women of wealth and 
leisure. It shows life as it is lived in so- 
ciety ; the sordid by-ways have no place in 
this drama of human emotions. 

Every element of fan appeal and box- 
office value has been drafted by Vitagraph 
for this great special. In cast, in direction, 
in mounting, and in drama the qualities are 
sure fire winners. There is no subject so 
much discussed today as the divorce problem 
— "Let Not Man Put Asunder" presents it 
with frank finality. 


Qhe Box Office Sensation 



At the Broadway^ 
Strand Detroit 


Tremendous bus^ 
iness. Bioke all 
records covering 
last three years" 
^Phil Qleichman 

At the Colorado 
Theatre. . .Denver 

Broke all records 
{ includmcj those 
held by "Potash 
and Perlmutter" ^ 
and "Robin Hood" 


B.P.Scliultei^ Kenneth Harlan 

piesents Q RuSSclI SimpSOH 

►ditction Raymond ilation 

Florence Vidor 
Pal O'MaUey 






The Galloping Ace' in the 


Witt, AL. WILSON , Daredevil of the Air 

Dinsciwd by JAY MARCHANT 




P ■ Dii-gcted bqWia CRAFT 


of the Motion Picture 

December 1, 1923 

Page 1 

I Tom Meighan 

a Doubt Destroyer 



a ^ a phrase recurrent in peo- 

M pie's minds since the classics 

g cut their eye teeth. It is used 

a here in connection with Tom 

i Meighan to show that there is 

a as wide a gulf between his 

S nature and this phrase as there 

g is between the two well-known 

a poles. 

§ One peep at Thomas "doing 

a his stuff" is enough to show he 

g might do anything but doubt, 

g Instinctively* imder any cir- 

B cumstances, he puts his best 

g foot quickly forward. 

P At first sight Meighan im- 

^ presses one with a peculiar 

S harcfnrar. A hardness full of 

§ challenge. 

B But that is only his granite- 

g like composure. Underneath 

a this exterior is a soul beaming 

B with good spirits and playful- 

THE exterior of The Ex- 
hibitors Trade Review has 
something in common with that 
of Thomas Meighan. What- 
ever its outside message, one 
immediately senses a challenge. 

A frank avowal that nothing 
but the best -do. Like 

Meighan it instinctively puts its 
best foot forward. So that its 
advertisers, its readers, its 
friends will take immediate note 
and profit. So much for its 
outer poise and appearance. 

One presses back the covers 
and thumbs the pages. Its 
creative genius is laid bare. 

What can it do for the thea- 
tre owner? You turn to the 
pages on Exploitation and there 
is a host of answers. The 
spotlight is thrown on numer- 
ous tried-and-true methods for 
increasing box-office receipts. 

One sees a variety of prob- 
lems that confront the exhib- 
itor analyz€d in terms that 
mean greater returns for him. 

The Exploitation Department 
deals with meaty, every-day, 
essential things, whose success- 
ful application hinges largely 
on the twist of a little idea. 
And here, the Exploitation De- 
partment plays its trump card. 
It also furnishes the idea. 


a I 


<^mde REVIEW 

Business Paper of the potion lecture Induslr)/ 

EDDY ECKELS, Managing Editor 

News Editor Reviews Editor 


December 1, 1923 


A Thanksgiving Editorial ■. . 3 

Motion Picture Day Widely Observed 4 

Percentage Not Good for the Lazy 5 

Alert Showman Overcomes All Difficulties 6 

Use the Key to Free Publicity 7 

How One Picture Show Changed Whole Career 9 

Old Lady Astor Says 11 


Warns Against Offending Children 13 

Asks Hays to Take Tax Leadership 14 

Inspiration to Do 'Romeo and Juliet' 14 

Picketing of Theatres Declared Illegal 14 

Washington- Men Hold Contcntion 15 

Valentino Signs Longer Ritz Contract 15 

Admissions Must Not Be Increased 16 

Monogram Sounds Warning 16 

New Advertising Plan for Grand-Asher 17 

Exhibitors Call for Featurettes 17 

Sidney Franklin Buys New Stories.... 18 

Supreme Court Decides for Binderup ; 18 


Frontispiece — Maytime Is Always Sweetheart Time 2 

Leaders All — Samuel Goldwyn 8 

Thanksgiving Messages 10 

Laughter and Thrills Highlight 'Going Up' 12 

'Under the Red Robe' Brilliant in Simplicity 24 

'Common Law' Lobbyology With a Message 30 

'Drums of Jeopardy' Replete With Thrills 42 


Lobbyology 31 

General Exploitation News 32 

Scores of Booking Urge Ideas in New Films 33 

Tried and Proved Pictures 35 


Round About the Studios 19 

Up and Down Main Street 21 

Players We Know 23 

Feature Previews 25 

The Big Little Feature 28 

Release and Review Digest 39 

Among the Showmen 43 

Modern Theatre 44 

Copyright 1923 by Exhibitors Roview Publishing Corporation. 

Geo. C. Williams, President; F. Meyers, Vice-President; John P. 
Fernsler, Treasurer ; J. A. Cron, Advertising Manager. Executive and 
Editorial Offices: Knickerbocker Building, Forty-Second Street and 
Broadway, New York. Telephone, Bryant 6160. Address all Communica- 
tions to Executive Offices, Published weekly at East Stroudsburg, Pa., 
by Exhibitors Review Publishing Corporation. Member Audit Bureau 
of Circulations. Subscription rates, postage paid, per year: United 
States $2 ; Canada $3 ; Foreign $6 ; single copies 20 cents. Remit by 
check, money order, currency or U. S. postage stamps. 
Chicaco Robert Banghart, 1106 Otis Building 
' West Coast Richard Kipling, 1050 No. Western Ave., Los Angeles 

Harold Lloyd 



-•^ pioneer in screen psy- 
chology. The famous shell- 
rim glasses, the gleaming white 
teeth, the sleek black hair, and 
the winning smile have been 
co-ordinated with masterful 

This element can be truly 
called, "Personality." Person- 
ality would undoubtedly have 
taken Lloyd a great way. 
But Harold didn't stop there. 

Hand in hand with this 
precious endowment is an alert 
think-tank. It works along 
this line: What does the fel- 
low on the other side of the 
screen want?" 

Human nature is frail. It 
often wants without knowing 
what it needs. Harold Lloyd 
fortunately knew these things 
in the very beginning of his 
screen career. He made a 
keen study of the public's en- 
tertainment needs. Then he 
adapted his talents to supply 
these needs. The tribute to his 
foresight and genius is natural 

out meaniiQg to blow its own 
horn too weU thinks the Lloyd 
illustration may be aptly- ap- 
plied to itself. 

The sleek black hair and rows 
of white gleaming teeth may 
easily be seen in The Exhib- 
itors Trade Review's terse 
and timely, reader-interest 

The shell-rim goggles may 
be characterized by the Differ- 
ence which gives the only busi- 
ness paper of the film industry 
an absolute claim for indi- 

On these attributes alone it 
rests, and measures up to the 
highest requirements of film 
journalism. But like Harold 
Lloyd it adds one more element 
to its make-up which truly 
stamps it as a pioneer irr the 

Behind the brain of the or- 
ganization is a fine net-work of 
think-tanks. These never stop 
working, studying, creating. 
All to end that the exhibitor 
may be helped to keep step 
with the march of progress. 

Page 2 

Exhibitors Trade Review 


The call of spring. The call of blossoms. The 
call of youth. Listening to all — the voice of life 
itself— you see Ethel Shannon and Harrison 
Ford. They are two of the bright spots in 
"Maytime," a current Preferred release. 

December I, 1923 


Page 3 

NOV 26 "23 

Vol. 16, No. 1 


(^rade REVIEW 

%e dusiness Paper of the Motion T^chirelndustrj^ 

December 1, 1923 

A Thanksgiving Editorial 

rriHROUGHOUT the length 
and breadth of the land on 
Thursday, Xo\'euiber 29, its citizens small and 
large, humble and great, according to their means 
and their inclinations will give heed to the procla- 
mation of the President of the United States set- 
ting aside the day as one of Thanksgiving. 

Among the millions who wherever possible will 
gather around the family board will be the hun- 
dreds of thousands of those whose lives nearly or 
remotely touch the motion picture — in its making, 
its distribution or its exhibition. 

There is an army in itself, every last member of 
which is dependent for its prosperity upon the Avel- 
f aire of the motion picture as an institution. 

Perhaps it is seemly at this time to pause and 
take accoimt of that great institution — to inquire 
if it is progressing in the manner that any growing 
Itody^ should progress or if possibly it is retrogTad- 
ing— -in other words, if in the present situation of 
the trade there may be fomid genuine cause for 
thanksgiving on the part of the men and women 
who make up this host. 

Let it be said without equivocation that the mo- 
tion i^icture industry is progressing — not rapidly 
necessarily but what is better steadily. 

Through its leaders it is acquiring the custom of 
looking hard facts in the face. That is an achieve- 
ment in itself. 

Smug complacency has faded. 

We are getting down to "brass tacks." We are 
calling things by their right names, even though 
those names be of unpleasant sound. 

As one man well known for his frankness re- 
marked the other day: "Yes, there are things 
wrong with the motion picture industry — lots of 
them, lots of little things. We know what they 
are and can catalogue them. Up to the present we 
have not been able to remedy them, but we will do 
that in the course of time." 

The quality of pictures is improving. If you 
say that it should improve by reason of the for- 
tunes that are being spent on single subjects we 
will agree Math you. 
But don't overlook 
the fact that also in 
course of time pro- 
ducers are! going to 
achieve the same re- 


suits as those we have this fall 
witnessed but under an expendi- 
ture of money materially reduced. 

If there was a time — a year and a half ago, let 
us saj'^ — when the picture's hold on the public was 
slipping that remark cannot truthfully be passed 

The grip has been restored. Between last sea- 
son and the present there probably have been and 
Avill be produced a dozen pictures of which each 
Avill gross over a million dollars. 

That's a strong statement, but if true, and we 
believe it is, it means the public still is behind the 
motion picture and stronger than ever. 

Economies are going to come in distribution as 
well as in production, economies that will make for 
saner rentals for the average exhibitor and inci- 
dentally also return a profit to the average pro- 

Already in one city six independent exchanges 
are combining, pooling their physical distribution 
under the management of one man who has no con- 
nection with any of the exchanges and who okehs 
all contracts. • - 

Of course there are some of the more solidly in- 
trenched companies who will have no interest in 
this experiment — and really it is that — but some of 
the less fortunately situated will have a marked 
interest in it. 

There is cause for thanksgiving, too, in the fact 
that we are living in a land of comparative plenty 
-—removed from the disturbing influences preying 
upon the peoples of less favored countries. 

There is cause for thanksgiving that exhibitors 
can get together on a Motion Picture Day and 
contribute 25 per cent, of their gross receipts for 
the benefit of their business organization. 

There is cause for thanksgiving, too, that the ob- 
noxious admissions tax seems to be on its way. 
The forces behind its removal are gaining in mo- 
mentum, the latest report indicating that the 
President will come out flatly on the side of tax re- 
duction. And there is cause for thanksgiving, too, 

in the fact- tlir.t you 
still are able to write 
your Congressman 
and express your 
views on tax reduc- 

Page 4 

Exhibitors Trade Review 

National Motion Picture Day Is Widely Observed 

Too Early as Yet to Obtain Definite Figures of Result, But 
It Is Announced Day Will Be a Fixture 

nr^ HE results of National Motion Pic- 
ture Day, November 19, are of a 
most' gratifying character, with respect 
to public enthusiasm in the event and 
the reports to the National Office from 
leading theatre owners and organiza- 
tions throughout the country, accord- 
ing to a statement issued from Presi- 
dent Sydney S. Cohen's office, Novem- 
ber 21. 

The benefits of this celebration to 
the Theatre Owners and the industry 
will be manifested for some time to 
come, because of the good-will built up 
and the increased measure of popular 
appreciation of the community value 
of the theatre which resulted from this 
co-operation of Exhibitor and public. 

No event in the history of the motion 
picture business was as replete with 
permanent results as was the celebra- 
tion of National Motion Picture Day. 

Because of the interest aroused in the 
movement Governors of states, high 
officials of the Federal Government, 
Mayors of important cities and other 
public men and women gave their in- 
dorsements and joined with the Motion 
Picture Theatre Owners of America 
and theatre owners generally in Nation- 
al Motion Picture Day in all parts of 
the United States. 

So apparent was the public service 
features of the Motion Picture Thea- 
tre made in this campaign of National 
Motion Picture Day that it can but 
impress the official mind of Nation,' 
State and Community in a most favor- 
able way and leave the theatre owner 
in an advanced position so as to make 
him virtually a leader in his locality 
and give his theatre and his business 
every necessary official and popular 

When inquires were made at Presi- 
dent Cohen's offices for detailed re- 
ports as to the results in various parts 
of the country it was stated that there 
had been no opportunity to prepare 
schedules. It was pointed out that the 
collating of the full reports in the dif- 
ferent territories would entail a great 
deal of work and that it undoubtedly 
would be several days before it would 
be possible to get these into New York 
and to obtain a definite idea of the gen- 
eral result. 

New England Active 

In many sections of the country the 
Theatre Owners joined in extensive ad- 
vertising campaigns which served con- 
siderably to augment public interest in 
the event. In Hartford twelve of the 
leading theatre owners of that city had 
page advertisements of National Motion 
Picture Day printed in the newspapers. 

In the Hartford advertisement the fol- 
lowing important statement was made 
which applies to' all parts of the United 
States : 

"By impressing upon the public this 
powerful influence for good, the pres- 
entation of wholesome entertainment 
and its wiUingness to co-operate with 
civic and social organizations for en- 
lightenment and uplift, the theatre has 
received the recognition and enthusias- 
tic indorsement and patronage of the 
thinking people of America." 

It is unnecessary to say that National 
Motion Picture Day was a rousing suc- 
cess in Hartford and other parts of 
Connecticut. Joseph W. Walsh, presi- 
dent of the Motion Picture Theatre 
Owners of Connecticut, W. A. True, 
Louis Segal, Poli Circuit; C. M. Max- 
field, Charles Repass and Jacob Alpert, 
were the Committee in charge of the 

In the Western Pennsylvania district, 
where the Theatre Owners had inaug- 
urated an extensive campaign for Na- 
tional Motion Picture Day, there were 
a number of added attractions in the 
theatres, one notable supplementing of 
the program being the addition of the 
Musical Club Society with eighty fem- 
inine voices under the direction of 
Charles N. Boyd. 

This is Pittsburgh's most exclusive 
musical and social organization. This 
chorus gave several selections at differ- 
ent performances in the Million Dollar 
Grand Theatre on National Motion 
Picture Day. 

Central West Exploits Day 

A special form of exploitation indi- 
cative of the enterprise of the western 
theatre owners was presented in Den- 
ver under the direction of H. E. Huff- 
man, president of the Motion Picture 
Theatre Owners of Colorado. In con- 
nection with National Motion Picture 
Day there the Bluebird Weekly, a the- 
atrical paper published by M. F. Lap- 
ham, devoted several pages to an in- 
dorsement of National Motion Picture 
Day and urged the theatre-going public 
to patronize the different theatres on 
November 19. 

One element of the appeal made in 
Denver which is a worthwhile contribu- 
tion to the literature of the motion pic- 
tur theatre's public service is as fol- 
lows : 

"The Motion Picture Theatre, syn- 
onymous with public service, education 
and amusement, has always placed its 
screen at the service of national and 
civic construction programs in war or 
in peace, and we now ask recognition 
of this great combination of all the 
arts, the Motion Picture." 

In the Central West, especially in 
Ohio and Kentucky, great impetus was 
given to the observance of National 
Motion Picture Day through special 
lines of exploitation in newspapers, 
billboards and direct contact letters 
from the theatre owner to his patrons. 

Several cities in Ohio, notably To- 
ledo, Columbus, Cincinnati and Cleve- 
land, took action in a combination of 
all the theatres in the matter of direct 
exploitation for National Motion Pic- 
ture Day, and in every instance the re- 
sponse on the part of the public was 
of the most gratifying character. 

Big New York Parade 

With the indorsement of National 
Motion Picture Day by Mayor Magee 
of Pittsburgh, followed by similar ac- 
tion by the Mayors of other Pennsyl- 
vania cities, Acting Mayor Murray 
Hulbert of New York gave a most pro- 
nounced approval of National Motion 
Picture Day in a printed manifesto 
which was sent to all of the City De- 
partments and published in different 

This led to other developments dlong 
the exploitation line in the greater city 
and brought to the front a unique evi- 
dence of official and public approval of 
this event in a large parade which was 
headed by the New York City Police 

This procession moved up Broadway, 
Saturday afternoon, November 17, 
from twenty-third street to fiftieth 
street and then into Central Park, 
where a number of band selections 
were given. 

A large detachment of Girl Scouts 
headed by the Girl Scout Band and 
others interested in the development of 
public service work in the theatres of 
the greater city participated in the par- 
ade. The newspapers published exten- 
sive acounts. 

The New York campaign was under 
the direction of a special committee 
from the Theatre Owners Chamber of 
Commerce, under the Chairmanship of 
J. Arthur Hirsch, Charles Schwartz, 
Hy Gainsboro, Joseph Jame, Henry 
Suchman, J. Alton Bradbury, Sol 
Raives and Clarence Cohen. 

On the evening of Tuesday follow- 
ing the great day a committee of forty 
New York theatre owners, each repre- 
senting a zone, made the rounds of all 
the houses in the greater city and col- 
lected the proportion of the receipts 
allotted to the national organization. 
Figures of the result were unobtainable 
Tuesday, as the committee had not re- 

December I, 1923 

Page 5 

Percentage Not Good for the Lazy, Says Kent 

Famous Players Executive Includes Producers as Well as Exhibitors, 
While Rowland Thinks It Only Equitable Way 

PERCENTAGE is as sure to come 
in the motion picture industry as 
day is to follow night in the view 
of Sydney R. Kent, head of the dis- 
tribution forces of Famous Players- 
Lasky. Mr. Kent declares it is the only 
automatic way of putting an accurate 
value on product. 

Percentage is the only equitable way 
of paying for pictures, declares Rich- 
ard A. Rowland, general manager of 
First National. 

Other distributors who discuss per- 
centage are Treasurer J. G. Bachmann 
of Preferred Pictures, Vice-president 
R. H. Cochrane of Universal and Presi- 
dent W. E. Shallenberger of Arrow. 

Mr. Kent and Mr. Rowland both 
go into the question at some length, 
the former frankly from the distribu- 
tor's side, with Mr. Rowland inclined 
to hold the scales between the producer 
and the exhibitor. 

The Famous Players executive notes 
a marked lessening of exhibitor an- 
tagonism toward percentage, declaring 
that three-quarters of the company's 
important accounts are now doing busi- 
ness on that basis. 

Mr. Kent remarks that the percent- 
age plan is no more good for the lazy 
exhibitor than it is for the lazy pro- 

Mr. Rowland inclines to the view 
that the exhibitor has no reason to 
fear the experience of the motion pic- 
ture theatre owner will parallel that of 
the legitimate showman in percentage 

Mr. Bachmann declares a willing- 
ness to play percentage on all Pre- 
ferred's product. Mr. Cochrane sees 
no beautiful, healthy road to a perfect 
basic percentage. Dr. Shallenberger 
is skeptical as to the success of the 
plan in small towns. 

'Bound to Come,' Says Kent 
"Percentage is a thing that only will 
come, in my opinion, after quite some 
discussion on the part of the exhibitor," 
said Mr. Kent. "But I believe it is just 
as sure to come as day is to follow 

"In the first place it is the only auto- 
matic way there is of putting an ac- 
curate value on product. There is a 
proper percentage of every exhibitor's 
take-in that should go to film. I be- 
lieve it is easier to arrive at that per- 
centage than it is at a flat rental. 

"We are not forcing percentage at 
all — not even talking it, because we be- 
lieve it will come of its own accord. 

"We have been playing percentage 
for the past four years. Wc have 

found it not only profitable but that it 
aids in maintaining good-will with the 

"Also we have found that of those 
exhibitors who have approached per- 
centage with suspicion practically every 
one who has tried it has been con- 
verted to it. 

"Many who would not use it four 
years ago won't use any other method 

"I believe the argument on the part 
of the exhibitor to the effect that if 
he starts at 25 per cent it will be only 
a short time before it is up to 50 per 
cent is just as ridiculous as that if he 
has to pay $300 today it will be $600 
next week. 

"Even if an unreasonable sum should 
be asked an exhibitor, if there is any 
lesser evil in a situation of that sort, it 
seems to me it would be in working 
on percentage. 

Antagonism Lessening 

"It is my experience that there is a 
lessening of the antagonism on the part 
of exhibitors toward percentage. Cir- 
cumstances are forcing a change of 
mind on their part, because the one 
must have good pictures and the other 
must sell. 

"Many exhibitors who have used per- 
centage merely as a way out of a con- 
troversy have stayed. I have never 
known an important man who tried it 
go back to flat rentals, because per- 
centage penalizes you on your bad pic- 
tures and rewards you on your good. 
It is what is needed to make this busi- 
ness healthy. 

"As I said before, we have stopped 
talking percentage. We started em- 
ploying it four or five years ago, at the 
time of 'The Miracle Man,' because 
that was one of the first really big pic- 
tures that had gone to the motion pic- 
ture houses. 

"We didn't know what it was worth. 
At that time we found it was so much 
cleaner a way to do business that 75 
per cent of our important accounts are 
doing business on that basis now. 

"Another thing, if a producer has a 
customer that he has known a long 
time there is no temptation on his part 
to run from one exhibitor to another 
in the effort to get more money be- 
cause the producer knows he has a 
good picture and that he will get the 

"There is a class of producers who 
don't want to play on percentage be- 
cause they are afraid of their product 
or don't want to gamble. 

"And there is a class of exhibitors 

who won't play percentage under any 
conditions because while they may 
know a production is worth $500 to 
them they will only pay $250 for it. 

"That class of producers or that 
class of exhibitors you can't cure with 
either flat rentals or percentage. 

"Percentage is not good for the lazy 
exhibitor any more than it is for the 
lazy producer. 

"There is a psychology about it that 
is bad for the man who won't go out 
and work. If you don't put the load 
on him he won't get out from under. 

"He won't get behind a picture as 
he will when he has invested four or 
five hundred dollars. 

"That class of exhibitor is not going 
to last in this business. I don't think' 
he has any special argument against 

"The big thing, as I see it, in percent- 
age is the fact that the public writeS; 
the ticket. The public says how much 
you are going to get for your picture." 

Returns Actual Value 

"You are selHng a piece of prop- 
erty for remuneration either in the 
form of flat rental or percentage," said 
Mr. Rowland, "and you can't be sure 
that the price is going to remain the 
same. As between the two methods 
there is no way of affecting an in- 
surance of the price stability. 

"In my opinion, and I am ttow 
speaking from a neutral standpoint, 
there is in equity only one method of 
paying for pictures. That is on per- 
centage, because on flat rental we try 
to barter on the basis of values, and 
neither exchangeman nor exhibitor can 
predetermine those values to a de- 
gree of actuality. 

"Often pictures are oversold, but in 
many cases they are tmdersold. 

"Percentage does pay to the producer 
and return to the exhibitor the actual 
value of the picture and determines 
its box-office value much better than 
does a flat rental. 

"However, I know the exhibitor does 
not feel kindly to the percentage basis, 
and in some respects I don't blame him, 
because he feels afraid it is going to 
lead him into something in which he 
cannot see his way out in that the per- 
centage may continue to increase from 
year to year and that his experience 
will parallel that of the legitimate 
theatre owner. 

"I don't believe the same thing can 
happen in the picture business as it did 
in the legitimate, but I can point out 
(Continued on page 46) 

Page 6 

Exhibitors Trade Review 

Alert Showman Overcomes all Difficulties 

Harry Watts, Manager of the Brialto Theatre, Omaha, Nebraska, Gives 
Examples of How He Meets Daily Problems 

OMAHA, Nebraska, theatres have 
been engaging in a musical war, 
if you know what that means. 
Each theatre has been playing up its 
own orchestra leader until you would 
think that the whole picture business 
depended upon the ability of a man to 
wave a baton. 

Of course, Omaha's orchestra lead- 
ers are artists ; all of them capable, and 
— this is a story of how one theatre 
manager has rather walked away with 
the laurels. 

Manager Harry Watts of the Rialto 
has a whiz of an orchestra ; 21 pieces, 
including Harry Brader, the leader, and 
not including the two organists. But 
the other theatres have large orchestras, 
too. And competition was keen. 

After advertising his big orchestra, 
telling of the high class music, and the 
popularly appealing music it was play- 
ing, he found that such tactics were 
not getting far. They had been used 
before, and the public took them more 
or less for granted. 

Manager Watt's next step was to get 
out a program, carrying no ads, which 
devoted page two of a four-page fold- 
er, to a line-up of the instruments and 
men playing them in the orchestra and 
of the pieces and histories of the com- 
posers or something about the pieces 
which the orchestra was to play. This 
helped attract attention. 

HEN, one day, Manager Watts was 
talking to the music critic on one of 
the large Omaha dailies. Harry in- 
vited him in. He listened especially to 
the orchestra, and the next Sunday, 
that particular critic's column had a 
review of work of the Rialto orchestra. 

The idea spread. Now the music 
critics of Omaha's papers are publish- 
ing reviews of the Rialto orchestra's 
work as regular- 
ly as they would 
publish reviews 
of the work of , , 

some visiting 
musical aggre- 


gation. And it is arousing comment. 
Really, the Rialto orchestra is quite the 
thing in Omaha music circles these 

Here is another example of his abili- 
ty as a showman. A big event was 
coming to town — the annual Ak-Sar- 
Ben festival — and Manager Harry 
Watts of the Rialto, Omaha, wanted to 
get a big motion picture special that 
hadn't already made its appearance 
elsewhere throughout the state. 

JJE booked "Going Up," to run on 
the very day he was released, and 
as a result he failed to get a press-book, 
mats or art of any kind. 

Airship stuff doesn't lie around 
everywhere, and besides Manager 
Watts is president of the Omaha Ad- 
vertising & Selling League, the second 
largest in America, and he couldn't af- 
ford to come out with an inferior ad. 
What to do ! What to do ! 

He had already swiped an airplane 
mat from a past picture for his ad- 
vance ads — and they showed it. He 
just had to have something new, fresh 
and novel for that big picture ! 

Thursday arrived, and no Sunday ad 
ready, not even the art, and you exhibi- 
tors know what that meant. On a big 
week; thousands of visitors in town; a 
big picture ready all set — and no ads. 

"We'll get our own art," says Harry, 
"and our advertising lay-out too. 
Watch my smoke!" Whereupon he 
stepped to his every trusty telephone 
and called up Mike Parks, the car- 
toonist whose cleverness helps build up 
the circulation for the Omaha Daily 

The result was that Mike sat down, 
rolled up his shirtsleeves and started to 

T?IALTO THEATRE, Omaha, Neb., with 
a bunch of kids lined up for a Satur- 
day's morning advance showing. For Hal- 
lowe'en Manager Harry Watts booked every 
spooky picture he could find. He advertised 
a special surprise at midnight. And the 
stunt that he pulled had the audience scream- 
ing and laughing until past midnight. 

work. By daybreak the ad was ready. 
It was a cartoon, a scream, a whopper, 
a peach, a dandy, all in one. In other 
words, it was a darb. And Harry was 
so tickled that he turned pink. 

Truly, it behooves the president of 
an Advertising League to be up and 
coming when it comes to ads I 

^ HE Rialto theatre, Omaha, did more 
business between 10 p. m. and mid- 
night on Hallowe'en, than it did all dur- 
ing the day — and it wasn't Monday, 
either ; it was Wednesday. 

Manager Harry Watts of the Rialto, 
prowled around the film exchanges and 
booked every spooky picture he could 

At midnight the last of "The Ghost 
in the Garret" faded off, the drummer 
solemnly tolled off twelve strikes on the 
chimes, and on the twelfth stroke, with 
every light in the house off, the cur- 
tains parted and a violet tinted grave- 
yard was seen. 

From behind a large gravestone 
there emerged a ghost. With a flash- 
light he made his way among the 
graves. Then, from behind another 
gravestone, arose the devil. The devil 
and the ghost bumped into each other, 
making the devil as angry as. — well, 
the devil. 

They both acted scared for an in- 
stant, then the devil's anger got the 
best of him, and he started after the 

The terrified audience screamed and 
laughed as the ghost fled, 'round and 
'round the stage, then — horror of hor- 
rors ! — right down off the stage, 
through the aisles of the theatre, up 
and down, among the panic stricken 
spectators ! — until the lights flashed on 
and the orchestra played the exit 

It was the biggest midnight show 
Omaha ever had, said everybody; and 
financially it was far from being a 
grhost ! 

December 1, 1923 

Page 7 

Use the Key To Free Newspaper Publicity 

Why Most Exhibitors Overlook Beckoning Columns of the Dailies Is 
One of the Mysteries of the Business 

THERE are certain details about 
newspaper work that the exhib- 
itor should study, and will do well 
to study with care, if he is to get the 
full benefit from the publicity that he 
seeks. Advertising and manufacturing 
associations at their annual meetings 
stress the point that they are confident 
they are offering the best in their par- 
ticular lines than can be produced, but 
that the hard job is to tell it to the 

Don't be fooled on that PoUyanna 
stuff abaut an article being so good that 
it sells itself. Prdper publicity has 
made good business better, and has 
maintained activities that would have 
languished and died, had it not been for 
the manner in which the details were 
told to the world. 

This leads to the shortcomings of 
many exhibitors. Of course they are 
busy. All have a thousand things to 
think about every day. Nevertheless 
they will profit by a study of the re- 
porter, or the newspaperman. 

T UST as the exhibitor must have his 
show ready when the advertised 
time comes, so the newspaper must be 
ready to print to catch the mails, the 
trains, the street sellers and the car- 

Hence, the chief dereliction of which 
the exhibitor in many instances is 
guilty, is failure to co-operate with the 
newspaper in getting in his copy early. 
In the country districts, most papers 
give a page once a week, usually on 
-Saturdays, to the theatres. 

Free space is accorded for announce- 
ments on programs for the week fol- 
lowing in which the attractions, the 
casts, and the plots are featured. 

In the opinion of the newspaper man, 
this theatre page counts more for real 
publicity than -does the space advertis- 
ing. People in a hurry often skip the 
advertisements, but what is printed in 
newspaper set-up is usually read. 

Hence the weekly theatre page in 
the country towns has a drawing power 
that cannot be understood by those who 
have not made a study of it. 

Dr. Russell Conwell's "Acres of Dia- 
monds" tells the story of the man who 
searched the world for riches which 
were on his own land. So it is with 
some exhibitors. They want their thea- 
tres packed, but they fail to co-operate 
with their home newspapers in getting 
out that theatre page copy early. 

Most of them know in advance what 
they will screen, but they put off the 
filing of the copy until the last minute. 
It is nothing new in a newspaper to 


put the office staff on the job of tele- 
phoning to the playhouses to rush down 
the theatre page stufif, as the forms are 
waiting for the copy. 

It is here that the exhibitor loses 

'P HE story that came in the day be- 
fore gets a good snappy head, with 
something about the star, or the plot, 
or the clothes, or information that will 
make people sit up and take notice. 

Copy should always be localized as 
much as possible. In smaller com- 

FREE advertising. Are 
you passing it up ? The 
daily news columns are a 
gold mine. The papers want 
material. Are you giving it 
to them? 

Read what Montgomery 
says about how to get your 
stuff ready. He has had 
years of experience. He 

See Avhat part of the jol) 
you have to do. He tells you 
ho^v much trouble you have 
to take. It isn't much. The 
papers Avill do the rest. 

Maybe your copy isn't hit- 
ting on all six. This article 
may tell you Avhy. If it 
doesn't, at least it will help. 

munities of from 25,000 to 100,000, 
the human interest line of appeal 
works better than even in the big cities 
where sob stuff often enlivens the dull 

Hence, the exhibitor who brings in 
his write-up with some material in it 
about his lobby display linked up with 
the picture, or something of local in- 
terest such as that the picture features 
"the Cape Cod district where so many 
of this city's residents have spent vaca- 
tions," will find that copy has a touch 
to it that press-agent stuff lacks. 

All copy should be typed if possible 
and should have space for interlinea- 
tion. This means at least two spaces 
if not three between each line. The 
material may have to be cut for lack 
of space, or it may have some objec- 
tionable references that are against 
the newspaper's policy on sex matters. 

politics or business relations with ad- 

If the matter is a clipping, it should 
be pasted and not pinned to the paper. 
Pasting and getting the story into shape 
often takes the last few minutes that 
the editor has. Often the story goes 
into the wastebasket unless the adver- 
tising account of the theatre is one so 
weighty that the matter has to be 
handled satisfactorily. 

It is a good idea to take your trusty 
Corona in hand, and make a copy. 
This means work, but the average edi- 
tor hates reprint, and his printers scoff 
when he> sends much down to be set. 

JJ ENCE, he looks on fresh copy with 
a more receptive eye, and the 
chances of a new looking story getting 
by are better than one that has the 
palpable marks of reprint upon it. 

It has been found in point of inter- 
est that the star is first, the story sec- 
ond, and the producing company third. 

This is the opinion of a number of 
writers who find that people are more 
interested in Harold Lloyd, or Gloria 
Swanson or Thomas Meighan or Con- 
stance Talmadge and so on, than they 
are in the actual story. 

They dope it out that the plot is all 
right, or it would not have been 
screened. They have learned that pro- 
ducing companies issue certain grades 
of films, and hence they shop for the 
theatres they will attend, just as they 
do at stores. 

The star seems to be the first ele- 
ment in interesting them, and exhib- 
itors in country districts might do well 
to remember this and feature the cast 
in the announcements of the bills that 
they will run. 

g INCE the newspapers are ready and 
eager to cooperate with the exhibi- 
tor in giving free space for this type 
of publicity, it is surprising that show- 
men do not take greater advantage of 

They seem to feel that it is too much 
trouble, that they are too busy, or that 
they have not the talent necessary in 
compiling the copy. 

That is absurd. It is worth taking 
time for. It is worth the trouble. Be- 
cause it will reach those who cannot be 
reached by advertisements, signs and 
lobby displays. 

Get busy on this free advertising op- 
portunity. And when you get your 
copy ready, send it in early. The 
paper will give it an attractive dress. 
But how can they give you space when 
you do not co-operate with them? 

Page 8 

Exhibitors Trade Review 

December 1, 1923 

Page 9 

How One Picture Show Changed Whole Career 

When Samuel Goldwyn Looked Upon a Western in Old Days He Realized 
Possibilities of Feature and Acted Quickly 

LIKE other men who have made 
their mark in the motion picture 
business Samuel Goldwyn in his 
boyhood had his rough days, his slim 
days? In his book, "Behind the 
Screen," he tells of his earlier years ; 
how he had been a poor boy, poor and 
often homeless. Of formal schooling 
he had had practically none. 

There was a week in London as a 
boy of twelve years when he wandered 
through the streets with a single loaf 
of bread serving as a substitute for 
a meal ticket. 

When the lad picked up odd jobs he 
ate with regularity. Some of these 
bits were in blacksmith shops. 

The boy was fourteen years old 
when he landed in New York. He 
was not only alone, but there was no 
one to meet him. 

He went right on to Gloversville, 
N. Y., where he obtained employment 
in a glove factory. 

Four or five years later, after some- 
what large and extended use of his 
budding powers of persuasion, he was 
given ah opportunity to sell gloves. 

go Sam Goldwyn, not yet twenty- 
one, set forth to sell gloves. He 
went all over the country and placed his 
merchandise in towns where before 
that it had been unknown. 

With his success came the owner- 
ship of stock in the company. 

All the time, too, he had been steadily 
at work accumulating the education 
which in the period usually devoted to 
that end he had been battling with the 
wolf. He "listened in" at as many 
lectures and concerts as he could find 
the time to attend. 

There were trips to Europe, too, in 
which the young man lost no oppor- 
tunities to absorb information. 

Mr. Goldwyn had attained the age 
of thirty and an income approaching 
$15,000 yearly when on an evening a 
decade ago he dropped into a Broad- 
way picture house. The chief subject 
was a "western." 

The production was not a preten- 
tious one, even for those days. 

"^HEN he entered the theatre Mr. 

Goldwyn had no thought of mak- 
ing any change in his business. As 
he looked upon the picture he visual- 
ized in its place some of the more no- 
table stories of the stage and the novel. 
When he emerged from the theatre his 
mind was made up. 

He went to Jesse Lasky, his brother- 
in-law. "Do you want to make a for- 
tune?" he asked him. The reply was 

what might have been expected. But 
when Mr. Lasky turned interrogator 
and was told that the medium was to 
be motion pictures the come-back was 
in a different vein. 

"Motion pictures ! You and I would 
be a fine pair in that business — me, a 
vaudeville man and you a glove sales- 
man. What do we know about it ? 
Besides, how about the trust?" 

Mr. Goldwyn convinced his future 
partner that the project was at least 
a good betting proposition. He agreed 
to come in providing he was not re- 
quired to participate in the active man- 
agement to the neglect of his vaude- 
ville interests. 

^ITH the story of "The Squaw 
Man," for which the company had 
guaranteed royalty rights of $10,000, 
Cecil De Mille, accompanied by Oscar 
Apfel, who was to direct the first pic- 
ture, went to Los Angeles. 

The "studio" selected was one floor 
of a livery stable, out of which was 
obtained space for a stage and five 
small dressing rooms. 

The cost of the first production was 
$47,000 — a large figure in those days, 
and the larger and complementary 
part of which was not obtained with- 
out a great deal of persuading upon the 
part of Mr. Goldwyn. 

The picture was a success, and it 
was not long after it was put upon the 
market that Mr. Goldwyn made the 
announcement that the Lasky Com- 
pany would produce twelve five-part 
pictures yearly. 

Studio facilities in Hollywood were 
expanded rapidly. In less than a year 
and a half from the taking over of 
the property it had grown almost be- 
yond belief. There were several 
stages, of real size, and long rows of 
dressing rooms. And in them were 
the trappings of many prominent play- 

JN 1916 came the merger of the 
Lasky Company with Famous 
Players. The amalgamation had for 
some time been indicated as a means 
of lessening the growing competition 
for stories as well as for stars. Mr. 
Goldwyn became chairman of the 
board of directors. 

Owing to differences as to policy it 
was not many months before the for- 
mer business executive of the Lasky 
Company resigned from the new organ- 

Mr. Goldwyn was not yet thirty- 
five and he had no intention of leaving 
the motion picture business. In asso- 

ciation with Archie and Edgar Selwyn, 
Margaret Mayo and Arthur Hopkins 
he founded the Goldwyn Company. 

Among the players who were fea- 
tured in the earlier days of the new 
organization were Mabel Normand, 
Mae Marsh, Madge Kennedy, Mary 
Garden, Jane Cowl and Maxine El- 

'Y HE company entered upon an un- 
usual advertising campaign, and the 
name of Goldwyn was thoroughly 
placed upon the motion picture map be- 
.fore the first production was completed. 

Competition was keen, too, and the 
most formidable opponent was the or- 
ganization of which Mr. Goldwyn had 
had so large a part in the building — 
i. e., in the Lasky Company. 

Then just after the launching of the 
enterprise came a misfortune in the 
form of a broken ankle in a handball 
accident. Also the first production ap- 
peared just as was declared. That 
meant the practical closing of the for- 
eign market through transportation 
difficulties among other conditions. 

Early in November of 1918 the com- 
pany, with a pay roll of $90,000 a 
week and with outstanding loans of 
nearly a million dollars, was in finan- 
cial difficulties. After a sleepless 
night Mr. Goldwyn determined to fore- 
stall a receiver by withdrawing the de- 
posits in the twenty-five exchanges to 
meet the pay roll, trusting to some- 
thing happening in the coming week. 

g OMETHING happened. It was the 
armistice. The situation was saved. 
Shortly afterward seven millions of 
new capital came into the company 

The retirement of 'Mr. Goldwyn 
from the company bearing his name 
and the formation of his independent 
producing company is recent history. 

The producer of "Potash and Perl- 
mutter" and "The Eternal City," the 
first of which already has established 
its popularity and the second of which 
there is every reason to believe will 
even more emphatically do the same 
thing, has done much to advance the 
screen in the favor of the public. 

When the record comes to be writ- 
ten Samuel Goldwyn will be credited 
with having been the first to make a 
serious attempt to form a close alli- 
ance between the author and the screen. 
And incidentally in "Behind the 
Screen" he has contributed the most 
interesting book on the motion picture 
that has yet been written. 

Exhibitors Trade Review 

TTERE'S for a fine Thanksgiving. Who 
wants a luscious leg? The turkey's may 
taste better, but we know which looks bet- 
ter. Ruth Hiatt, leading woman in Educa- 
tional-Hamilton comedies appears anything but 
thankful that she can't get at her turkey. The 
bird seems satisfied with things as they are. 
We are too! We envy the palings. They 
know enough to hold onto a good thing when 
they see it. Educational-Hamilton gives prom- 
ise of doing the same thing. At any rate 
they are planning big things for this charm- 
ing young lady. 

'pHE king is to die — "Long Live the King." 

But what turkey wouldn't be glad to give 
his life to grace the feast of a movie king 
like Jackie Coogan? This one is telling the 
world that he considers himself lucky. In 
fact everyone is lucky who has had anything 
to do writh this young star. Showmen all over 
the country are giving thanks because they 
booked his latest Metro release. It is going 
to be a grand Thanksgiving. 

Thanksgiving Messages That Carry Good Wishes 

Jackie Coogan of Metro and Ruth Hiatt of Educational Extend 
Very Best Thanksgiving Wishes 

December 1, 1923 

Page 11 

Qi^ J2idy^^stor<Sqys 

^ STORY is told of Charlie Chaplin which associates him 
with a preference for Keat's Poems, Shelley's lyrics, 
a beloved violin, "underneath the bough", far, far from the 
madding throng and all that sort of thing, to throwing pies 
or playing havoc with the haughty damsel in a recalcitrant 
revolving door. 

It is said Charlie had a vision in which the trick mustache, 
battered derby, broken brogans and flexible cane were rude- 
ly thrust aside to make way for a delicious intellectual orgy. 
If coming events cast their shadows • before them, — boy, 
page Freud! 

(IRANTLAND RICE, well known sports writer, 
joins Pathe to do a series of one-reel featurettes 
under the heading of Spotlights. 

They will depict from real life the exploits and 
achievements of various athletic celebrities^ 

"Girls and Records" is the title of one of these, well 
calculated to show that though made of less rugged 
clay, the diaphanous creatures have a toe-hold claim 
on fame in more than one branch of sport. 

]y[AURICE TOURNEUR avers that shorter feature pro- 
ductions will come into favor as a result of the pres- 
ent condition of the producing industry. According to 
the director, splendor, tremendous sets and long footage 
alone will not put a picture across the plate. 

He points to the unusual success of recent five-reelers 
as an example. Which proves that old blurbs — as in "good 
things come in small packages"^ — though having grown 
whiskers as bushy as a squirrel's tail, may be revived in the 
popular jazz lingo of the day and still retain an applicable 
thought of profound value. 

A PEPPY entree to a sixteen page brochure issued by 
Sol Lesser tells, "How I am going to put over 
"The Meanest Man in the World." Aside from showing 
that Sol is sold 101% on Exploitation the booklet is a 
creditable performance from every angle by which a 
printed product may be judged. Reader interest, ideas 
and appearance are of 92 karat caliber. 

J NNOVATIONS are by no means in the vanguard. 

Warner Brothers offer in a screen version adaptation 
from Kathleen Norris' novel of flaming passion, "Lucretia 
Lombard," with an option permitting the exhibitor to pre- 
sent the classic as either "Lucretia Lombard" or as "Flam- 
ing Passion." 

This novel inauguration is a move to let the exhibitor 
exercise his preference for the title which in his opinion 
seems the winner from a box-office point of view. With 
ears to the ground and senses on the alert we will watch 
for the effect of the absolutely new and unique idea. 

T'HERE is still chance for you fellows with a snappy 
pencil and nimble wit to annex some soft change. 
Matt Rothbacker is still running that slogan contest 
in which prizes of $100, $50, and $25 are offered, re- 
spectively, for those who place. Every one in the 
film industry is eligible to compete — producers, distrib- 
utors. Executives and the rank and file alike. Think- 
ing of submittng one myself. 

JJ C. WITWER, holder of the extraordinary degree, 
S. A. S. — Singer of American Slanguage — has finally 
capitulated to a film offer and will shortly blossom forth 
as a celluloid hero on Broadway. He will make his debut 
in Cosmopolitan's "Cain and Mabel," in which Anita 
Stewart is featvired. 

If Wit's pen sense of rib-tickling is converted as ably 
into his character interpretations, lead us to a front pew. 
That boy's humor would stretch the elastic in an old pair 
of suspenders. 

T ARRY WEINGARTEN of Metro pens us a breezy 
sheetful telling of a barnstorming trip in which ex- 
ploit stunts galore were pulled, to the profit of exhib- 
itors showing Jackie Coogan films. 

Boston, Buffalo, Detroit, Chicago and St. Louis 
were some of the big villages visited. In the Windy 
City a contest for non-pedigreed dogs was held with 
great success. Yip — Yip. The sweet lyrics from the 
throats of a thousand pups drift into our balmy imag- 

'JpHE graces of Diana and the beauty of Venus are com- 
modities for which the South has long been noted. 
Our bump of ego takes a decided sprout as we note how 
one fair daughter sustains this tradition by adding to it 
the wisdom of Minerva. 

Anna Aiken Patterson, our Atlanta correspondent, 
is the winsome creature in question. With her attainments 
Anna simply couldn't dodge the paragrapher's notice, as 
witnessed by a two-column story and picture extolling, her 
achievements in Hearst's Atlanta Sunday American. 

W W. HODKINSON, president of the film company 
of that name, rises to deplore the increased prices 
for theatre admission advocated in some sections of 
the industry. 

It is his opinion that motion pictures are having diffi- 
culty enough manitaining attendances at the present 
admission scale and that such a move to offset the 
alleged waste in the industry is unwarranted. 

Quite right. There's no question about it. The 
motion's carried. 

^NNA CHRISTIE takes London," in full-face had 
no sooner found its way across the art page of 
the Literary Digest than Thomas H. Ince seized the op- 
portunity to exploit his screen adaptation of this stage suc- 
cess by issuing a circular showing on one side of the page 
a facsimile of the Literary Digest page, with its no end of 
laudatory remarks — and on the other side, a layout show- 
ing the principals and several scenes from the screen 

Blanche Sweet, who plays the title role in this First 
National release, graces both sides of the page in a manner 
very easy on the eyes. 

lyiOTION picture leaders indorse an idea to or- 
ganize under the Federal Laws a motion picture 
national bank, which will serve exclusively the needs 
of the film industry. 

The plan will be submitted this week to the Motion 
Picture Convention, according to L. W. MacFarland 
of the National City Safe Deposit Company, who is 
the originator of the plan. 

If we survive the bad news after the winter's coal has 
been packed into the bunkers, maybe we'll "jine up," 


ERE you there, at the Hotel Pennsylvania, Friday 
night when the annual Goldwyn Club dance brought 
forth a following that seemed like a page out of the mo- 
tion picture blue book, Arabian Nights, and Who's Who 
combined into one? 

My, but we should have liked to exchange bon mots 
with Gloria Swanson, Anita Stewart, Marion Davies, Alma 
Rubens, Edith Day and Peggy Hopkins Joyce ! To say 
nothing of getting a few "insides" from Sammy Rothafel, 
and asking Joe Cook, the one-man vaudeville show, at 
what o'clock of what morning he concocted that "That's 
Why I Can't Tell You the Story of the Four Hy-Waiins," 
(meaning Hawaiians). 

We repeat, we should have liked to be there, but the old 
soup and fish — well, you know ! 

HP HE lowly bean, for years a target of ridicule at the 
hands of gag merchants, humorists, and scribes, 
finally turned like the proverbial worm and came into 
its own. 

In a plan to attract attention to "Dulcy" playing 
at the Schade Theatre in Sandusk", Ohio, George 
Schade had three thousand bean bags distributed 
around town, on whch was printed, "Come and See 
Me Spill the Beans in 'Dulcy' at the Schade Theatre. 
Constance Talmadge." The plan worked out to great 

Front! Is Mr. Van Camp in the house? 

E were argufyin' about the so-called f raihties of hu- 
man nature with a philosophic cull in the office here, 
and figured well to breeze in ahead under the wire, when 
the gay dog tripped us up with this : 

We fooled him. We have no looking glass. 

"This world of fools has such a store 
That he who would not see an ass. 
Must bide at home and lock his door 
And break his looking glass." 

Douglas McLean as Robert Street and Marjorie Daw as Grace Douglas in the 
Encore Production of "Going Up" are more interested in each other than in 
the miniature aeroplane and the copy o£ "Going Up." 

With a sickly grin and a muttered prayer that someone will tell his mother he 
died a hero, Douglas McLean as the pseudo-aviator in the Encore Picture, "Going 
Up," prepares to make his first flight. 

the author of 
the novel "Go- 
ing Up" takes 
advantage of 
the erroneous 
report that he 
is an expert 
aviator, and 
capitalizes on 
the popularity 
it gives him by 
telling hair- 
raising tales of 
his dare-devil 

Robert Street, played by Douglas McLean, is beset by difficulties, not the least 
of which is the opposition he has to overcome in the winning of Marjorie Daw, 
as Grace Douglas, in Encore's "Going Up." 

In "Going Up," Douglas McLean goes to such lengths in describing his bravery 
in the air that he is as much appalled by his own stories as is his excited audi- 
ence. This picture is released by Encore. 

Laughter and Thrills Are Highlights of 'Going Up' 

Douglas McLean and Marjorie Daw Tickle the Funny Bone of the Audience in the Encore Production, Adapted from 
the Stage Play of the Same Name in Which Frank Craven Starred 

December 1, 1923 

Page 13 


Superintendent of Schools Gives Neiv York Exhibitors a 
Responsibility Formula for Censorship 

'T'HE exhibitors' collective sense of responsibility constitutes the best form of 
censorship, declared Dr. WilUam L. Ettinger, superintendent of schools of 
New York City, in addressing 125 menibers of the Theatre Owners' Chamber 
ef Commerce of New York at their weekly luncheon in the Hotel Astor Novem- 
ber 14. 

Dr. Ettinger followed Murray Hulbert, acting mayor of New York, who was 
the chief guest of honor at the luncheon and who spoke for fifteen minutes. 

President Charles L. O'Reilly acted as toastmaster, and following the ad- 
dresses of the two city officials introduced Sydney S. Cohen, president of the 
national organization. 

"Mr. Chairman and fellow-educators," 
said Dr. Ettinger in opening his remarks, 
"because you are and should be educators not 
only of the public but of the children of our 

"It falls to me to look after the destinies 
of 1,000,000 children and 35,000 teachers who 
attend and guide all sorts of schools — elemen- 
tary, secondary, evening high, schools for the 
blind and the deaf, and for the under grade 
and low mental grade. 

"In the beginning I called you fellow-edu- 
cators. You have a wonderful responsibility. 
A terrific responsibility rests upon your 
shoulders. It seems to me that you should 
r^rd that responsibility collectively as well 
as individually. 

"It is no use for any one to say, for any 
of you to say, that you give the public what 
the public wants. That is not the spirit with 
whidi you should approach your business. 
There is an old saying by one of the Eliza- 
bethan dramatists : 
"For what the spirit of the times men call 
Is merely their own spirit, after all. 

"That is what you should remember. You 
should disregard all passing phases of evan- 
escent interest on the part of the public asso- 
ciated with certain phases of their human na- 
ture and devote yourselves to the education of 
the public to a proper appreciation of what- 
ever is normal, whatever is educational, what- 
ever is American, in the production or exhibi- 
tion of your pictures. 

"The best that you can give is not too good 
for thi public. 

Collective Sense Best 

"And yoar own collective sense of r;:spon- 
sibility is the best possible censorship. 

"I appreciate the difficulties under which 
you labor. I know very well that the Mo- 
tion Picture Theatre Owners have not all the 
say about the pictures which they must ex- 

"But if they have not all to say at pres- 
ent it is +heir business through associations of 
this k.iid to exert pressure, the proper pTS- 
sure — and they wi.l bj supported by public 
opini-.m — to see to it that no pictures can be 
tjrced upon them which they do not desire 
to exhibit. 

"I know that you are ready to co-operate 
with the educational system, because I have 
heard of some of the movements within your 
association. I have heard about the trip that 
was taken to Washington to consult with our 
late beloved President with regard to the pos- 
sibility of exhibiting vocational films through- 
out the country to supplement the efforts of 
the schools in trying to determine the voca- 
tional aptitudes of our children. 

"That is a wonderful idea, a wonderful 
educational idea. When I heard that you 
were taking up this great work of further 
supplementing the great work of the schools 
by giving the advantages, the immense ad- 

vantages, of your motion picture houses to 
visualize for the children vocational oppor- 
tunities through Yocat' films I was ex- 
ceedingly encouraged." 

Further Chances for Service 

Dr. Ettinger refeired to the coming ob- 
servance of American Educational Week. 
"Here is a further opportunity for service on 
the part of theatre owners," continued the 
doctor; "further chances to bring before the 
public the opportunities of their educational 
system, to bring before them the great advan- 
tages of their American government, to show 
them in no unmistakable way through their 
eyes and through their ears what the Consti- 
tution of this government means and what 
it means to live in a country where there 
are opportunities for the people to frame their 
modes of government through the processes 
of orderly change. 

"That is the great idea that must be car- 
ried to the people, especially in this cosmo- 
politan city where we have so many isms and 
where bolshevism and socialism of all kinds 
are trying to show that society is wrong, that 
the government is wrong, whereas with a lit- 
tle intelligent study they must be aware that 
anything is possible under our form of gov- 
ernment through orderly change, not revolu- 

"A word to your children. You who have 
in a great measure the destiny of the future 
citizenry of this country in your hand should 
be the last persons in the world to assail the 
morals or the morality of these children, and 
I know that 99 per cent, of you are not of 
that type. 

"I know that you are willing to co-operate 
with all the authorities to the end that noth- 
ing will be exhibited by you that will offend 
the children of the City of New York or of 
the country at large. And you can do it. 

"You can exert pressure upon those who 
have" heretofore in the formative stages of 
your industry exerted pressure upon you. 

"It is your turn now. Your industry has 
grown to such immense proportions, you have 
become such an important factor in the in- 
dustry, that you now hold in your hands the 
character of the pictures which you are to 

Never Refused a Call 

"And I know that you will accept that re- 
sponsibility, and I know that you who have 
never refused whatever call has been made 
upon you in the way of public service will 
not lose sight of that cause which I in the 
name of the children of the City of New 
York am making upon you now not to ex- 
hibit pictures that will be an offense against 
these children." 

The members of the Chamber heartily ap- 
plauded Dr. Ettinger at the conclusion of his 
talk. President O'Reilly, speaking for the 
body, expressed his gratification for the 

visit, saying the exhibitors were a sort of 
quasi-public servants themselves. 

"The members of this chamber, with the 
same intelligence with which they have cre- 
ated the great auditoriums in which they show 
pictures, will give their support to any prop- 
osition that will benefit the children," said 
Mr. O'Reilly to Dr. Ettinger. 

The president referred to the fact that the 
president of the national organization, Mr. 
Cohen, was a former pupil of Dr. Ettinger 
at the time the latter was a principal of a 
New York school. 

"I am going to call on Mr. Cohen," said 
Mr. O'Reilly, "and give you a chance to ob- 
serve whether your former pupil comes up to 
your expectations. You Imow there have 
been times when some of us have had occa- 
sion to think he may have done that only too 

Laughter at the sally of the president and 
continued applause for the coming speaker 
greeted Mr. Cohen. 

The national president admitted he was 
speaking under conditions he little foresaw 
when a pupil of Dr. Ettinger. 

"The time will come, in my opinion," said 
the national president, "when the government 
of the nation, of our state and of our city will 
realize that the theatre owner gives more in 
service than the taxes received from him will 

President O'Reilly announced, that two days 
later a conference would be held which he be- 
lieved would clear up the controversy regard- 
ing the bookings of Cosmopolitan's "Enemies 
of Women." 


Amicable Conference Regarding Two 
Pictures Held Last Week 

nPHE Goldwyn-Cosmopolitan Chamber 
of Commerce controversy is Hearing an 

In accordance with the announcement made 
at the meeting of the Theatre Owners Cham- 
ber of Commerce on November 14 a com- 
mittee of that organization conferred two 
days later with Nathan Burkan, representing 

Mr. Burkan explained that in times past 
his clients had made large adjustments in 
favor of exhibitors when it was demonstrated 
that pictures had not come up to expectations 
and that it seems to be only fair under the 
circumstances that the adjustment be extended 
to the producer. 

The lawyer explained that the contracts had 
been made through Famous Players for 
"Enemies of Women" and "Little Old New 
York" following notification by Cosmopolitan 
that the titles had been secured. The action 
of the distributing company was based on the 
complete understanding at that time that Cos- 
mopolitan would expend on these subjects a 
sum about equal to that which had been laid 
out on some of their predecessors — say from 
$125,000 to $200,000. 

As the company got the stories into pro- 
duction, however, their larger possibilities 
loomed and it was decided to make them 
regardless of expense, with the result that 
$800,000 is reported to have been spent on 
one and $1,300,000 on the other. 

In and about New York there are nearly 
140 contracts in controversy. The confer- 
ence reported to the Chamber at its meeting 
November 20 recommending that an adjust- 
ment be agreed to and the meeting ordered 
a special notice to be sent to all members to 
attend the session November 27 for final ac- 

Page 14 

Exhibitors Trade Review 


Exhibitors in French Lick Meeting 
Receive Assuring Reply 

On behalf of the recent conference at 
French Lick, Ind., ot exhibitors represent- 
ing organizations of the Middle West, 
William A. Steffes of Minnesota, officiat- 
ing as chairman of a committee, has tele- 
graphed Will H. Hays asking him to ac- 
cept the responsibility of leadership in the 
campaign for the elimination of the admis- 
sions and other burdensome taxes. 

Mr. Steffes suggests the calling of a 
meeting of one leader from each state in 
order that a definite plan of action may be 

In a prompt and cordial response Mr. 
Hays asks for a consultation with a sub- 
committee in order that there may be a 
discussion of the general plan of campaign. 

The telegrams were as follows: 

French Lick, Nov. 14, 1923. 
Will H. Hays, President Motion Picture 

Producers and Distributors, New York. 

We the undersigned, representatives of 
our respective states, assembled in French 
Lick this fourteenth day of November, in a 
central states conference on the admission 
tax question have been designated as a 
committee, to request you to assume the 
leadership in behalf of the exhibitors rep- 
resented by us in an effort to secure the 
repeal of the admission tax and other taxes 
now burdening the industry. 

We therefore request that you im- 
mediately call a meeting of one leader 
from each state at which time a definite 
plan of action can be outlined. 

If you will accept this responsibility we 
pledge to you our undivided support and 
complete cooperation that this relief so 
vitally needed by this industry may be 
secured. Wire Mr. Steffes here today if 



H. A. COLE, Texas 

H. B. VARNER, North Carolina 

JAKE WILLS, Virginia 


R. G. LIGGETT, Kansas— by S. A. 

W. A. STEFFES, Minnesota, Chairman. 

November 15, 1923. 
William A. Steflfes, French Lick, Ind. 

Telegram from committee received last 
night. I appreciate .the spirit which 
prompts it and the confidence which it 
evidences and would be glad if I could be 
of service in this matter, which is of course 
of vital interest to all branches of the in- 
dustry and of real public concern. I would 
be glad if I might consult by phone or in 
person at a very early date with your com- 
mittee or with a committee of, say, three 
whom you might elect for that purpose, 
and in such consultation decide as to the 
most convenient date and- place and the 
general plan of any meeting or meetings 
that might be held for the purpose sug- 
gested in the telegram. 

By means of such consultation we Can 
plan the best way to proceed. With very 
kindest regards and . best wishes to all. 

In conformity with the suggestion con- 
tained in Mr. Hays' telegram, a committee 
visited New York durirng the present week 
and called on Mr. Hays. They were J. R. 
Dennison of , Michigan, Frank Heller of 
Indiana, Glen Reynolds of Illinois, Col- 
onel H. B. Varner of North Carolina, and 
W. A. Steffes of Minnesota. The commit- 
teemen took up with Mr. Hays ways and 
means in which he might help in the tax 
- campaign,' and apparently were well satis- 
fied with the result of their visit. 

Madge Bellamy, playing a featured role in "The 
Fire Patrol", a Hunt Stromberg Production. It is 
to be distributed by Chadwick Pictures Corporation. 


Barthelmess and Lillian Gish Will Be 
Inspiration's Stars 

W/" E are to have "Romeo and Juliet" 
" after all. The great Shakespearean 
love tragedy will be produced by Inspira- 
tion Pictures, Inc., and the subject will be 
made in Italy. 

Portraying the famous leading roles will 
be Richard Barthelmess and Lillian Gish, 
both of whom have behind them a record 
of screen accomplishment justifying the 
hope that in the coming picture amusement 
followers of the world will find a subject 
worth going a distance to see. 

Inspiration already has determined thf 
exteriors shall be photographed in Verona, 
the city where the feud of the Capulets 
and the Montagues resulted in the death of 
the two lovers. 

Much has been said during the past year 
or more regarding the advisability of film- 
ing the Shakespearean tragedy. Consider- 
able thought has been given to the gen- 
eral project by Joseph Schenck on behalf 
oi Norma Talmadge. 

There were stories that attempts had 
been made to secure Rudolph Valentino 
for the role of Romeo, but that owing to 
legal complications these came to naught. 

It is now stated that owing to the com- 
ing production of Inspiration Mr. Schenck 
has determined to abandon any idea of 
making the picture. 

Actual work on "Romeo and Juliet" will 
not begin until after the completion by In- 
spiration of George Eliot's novel of 
"Romola," in which Lillian and Dorothy 
Gish now are at work in Italy under the 
dxection of Henry King, whose "White 
Sister," which also was produced in Italy, 
has had such a remarkable run in New 

It is not expected that Inspiration will 
be ready to proceed with the actual photo- 
graphing of "Romeo and Juliet" until well 
into the spring. 

Meanwhile the announced version of 
"Joan of Arc" starring Lillian Gish will be 
deferred until after the completion of the 
Shakespearean ■ tragedy. ■ , , ,, . 


Kansas City Circuit Court So Says in 
Means and Gibbons Case 

Picketing, which long has been a source 
of worry to Kansas City exhibitors, became 
a burden of the past with a decision of the 
circuit court in Kansas City this week. The 
case, that of Jay Means of the Murray 
theatre and F. A. Gibbons of the Prospect 
theatre, operating as partners, against the 
Alusicians Union Local No. 34 and the 
Motion Picture Operators Union Local No. 
170, has been pending before the court for 
some time. 

In issuing a permanent restraining order 
against picketing the court cited these 
reasons excerpts of which follow: 

"The owner of the theatre has the right 
of the use of the sidewalk for ingress and 
egress for himself and employes and his 
patrons. The method of picketing, that 
is, the walking to and fro on the sidewalk 
in front and adjacent to the theatre, an- 
nouncing to the passerby, or to those about 
to enter the theatre, that the theatre is 
not fair to organized labor and requesting 
them not to patronize it, is a violation of 
the rights of the theatre owner. The evi- 
dence shows that it had the effect of re- 
ducing the plaintiff's patronage and his 
income. It is an interference with the 
plaintiff's business, therefore an interfer- 
ence with the use of his property. 

"This conduct of the union, including the 
defendants, was a violation of the legal 
rights of the plaintiff, which worked con- 
tinuous damage to his business and entitles 
him to redress." 


A committee has been appointed by 
Sydney Samson, President of the Film 
Board of Trade of BuflPalo, to see that all 
charitable institutions that have motion 
l^ictiire equipment are supplied with com- 
plete shows for the entertainment of their 

Orphan asylums, hospitals, old folks 
homes, and other institutions find that mo- 
tion pictures appeal strongly to the unfor- 
tunates who have to be maintained in their 

The film exchanges of Buffalo, anxious 
to co-operate in every way with so worthy 
a charity, have placed at the .disposal of 
these institutions all subjects that can en- 
tertain or bring enlightenment into the 
wards of these charitable organizations. 

Some of the organizations being supplied 
by the Buffalo exchanges are St. Vicent's 
Orphan Asylum, Le Couteulx St. Mary's 
Institution for the Deaf, Erie County 
Home and Hospital, the Providence Re- 
treat, St. Agnes Training School for Girls 
and Father Baker's Orphan Asylum. 


D. Bernstein, treasurer of Mei:ro, has 
issued the following statement: 

"Someone posing as a representative of 
Metro Pictures Corporation has been cir- 
culating worthless drafts drawn on the 
Harriman National Bank of New York, 
bearing the name 'A. Bernstein, Comptrol- 
ler,' and has apparently succeeded in ob- 
taining the cash for these worthless drafts. 
Metro Pictures Corporation never issues 
drafts in payment of any obligations. 

"The public should be cautious and 
should apprehend any person presenting 
such worthless drafts." 

December 1, 1923 

Page 15 


Dr. Clemmer Head of New Body With 
J. M. Home Treasurer 

PERMANENT organization of tlie Motion 
Picture Theatre Owners of Washington 
was effected at a recent successful two day 
convention held in Seattle. Headquarters 
were at the Hotel Calhoun, and committee 
meetings were held prior to the opening of 
the convention in the Knights of Pythias 
Hall, and was marked by addresses by Mayor 

E. J. Brown, who spoke on the benefits of 
organization, and by W. B. Henderson, trade 
advisor and organizer. 

Fifty full-fledged members attended the 
opening session, and before the convention 
closed upward of orte hundred more had 
pledged support either in person or by let- 
ter. A full paid membership of 200 at least 
is predicted, within the month. 

The first day's session was closed by a 
banquet at the Hotel Washington, with 
dances between courses and speeches. "Doc" 
Clemmer of Spokane proved that his witty 
tongue liolds as keen an edge as his sur- 
gical instruments. 

Officers and trustees for the ensuing year 
are as follows : President, Dr. Howard S. 
Clemmer, Spokane; first vice-president, L. A. 
Drinkwine of Tacoma ; executive secretary- 
treasurer, J. M. Home of Bellingham, who 
will move his family to Seattle, where he has 
taken up permanent residence and opened of- 
fices for the organization. 

Trustees, Ray A. Grombacher, Spokane; L. 
A. Drinkwine, Tacoma ; G. G. Johnson, 
Kel^o ; C. A. Swanson, Everett ; T. A. Mc- 
Gill, Port Orchard J H. W- Bruen, Seattle; 

F. ' B. Walton, Bellingham ; W. Flint, Ar- 
lington ; John Danz, Seattle. 

One instance that shows the friendly feel- 
ing for this new state organization, was the 
prompt offering by the Western Poster Com- 
pany, of its fully furnished front offices, for 
headquarters of the organization, rent free. 
This '.proffer was gladly accepted, and Mr. 
Home had his office open the following day 
at'' 1929 Third Avenue. 


The' ordeal of having his hand shaken by 
hundreds who pressed forward Sunday eve- 
ning in the Rivoli Theatre to congratulate 
him upon his performance in his first mo- 
tion picture was almost too much for Doug- 
las Fairbanks, Jr. For the truth is he is a 
regular, honest-to-goodness American boy, but 
he went over to the Rivoli to see just how 
New York was going to like his first Para- 

Farina, Hal Roach's ace of spades, helps Bob Mc- 
Gowan, her director, work out a difficult script. 

mount starring picture, "Stephen Steps 

After all, Doug. Jr., would have been par- 
doned by any one if he had seemed immensely 
pleased. And he probably was, for if there 
are two things that he possesses, in addition 
to perfect poise, they are keen perception and 
common sense. 

Young Fairbanks will not be fourteen for 
another month. He is tall and well developed 
physically for his years, speaks French 
fluently and is doing second year high school 
work under the instruction of a tutor. 


Returned Traveler Says Three Pic- 
tures Are in Preparation 

R'^UDOLPH VALENTINO is back from 
Europe, having signed a new and longer 
contract with Ritz Pictures and is now ready 
to proceed with production. There remains 
to be settled the contract situation with Fa- 
mous-Players Lasky. 

Three pictures have been decided upon and 
the scripts are in preparation, one having 
been fully completed. Farther than that the 
locale of this completed story is in the 
Mediterranean and that it is expected to be 
the greatest vehicle the star has appeared in, 
no facts have been made public. 

J. D. Williams, president of Ritz, went 
to England for the purpose of arranging the 
new and longer contract with Mr. Valentino. 

On November 28, at the Madison Square 
Garden, Mr. Valentino will award the prizes 
in a beauty contest in which eighty-eight 
women, from all parts of the United States, 
will compete. 

"My chief reason for signing this longer 
contract," said Mr, Valentino, "is because the 
first objectives are greater excellence, better 
taste and more strictly legitimate plays to 
meet the growing public demand for better 
motion pictures production. 

"This contract supersedes my previous Ritz 
contract and extends it for several more years. 
By its term J I will have liberty in the making 
and direction of my pictures, with full respon- 
sibility for their quality. With my own pro- 
duction, company and surrounded by the best 
technical staff available I shall begin work as 
soon as possible. 

"I am ready for an amicable settlement of 
the Famous Players' contract, but my at- 
torney advises me that under no circunistances 
will I be hampered after next, February." 


The motion picture exhibitors in central 
New York, are determined to do their utmost 
to bring about a repeal of the present ob- 
noxious admission tax. A new congressman 
has been elected in the person of Thaddeus 
Sweet of Phoenix, former speaker of the 
Assembly, and who replaces the late Luther 
W. Mott. 

Mr. Sweet's attention was called to the fact 
that the tax is no longer necessary and that 
it is costing the general public thousands 
of dollars a year in this state. 

At a meeting of the Albany P^ilm Board 
of Trade the campaign was started to present 
a united front in this matter. Film exchanges 
as well as exhibitors will work together in 
an effort to bring about the much desired 
change. On Thursday night of last week let- 
ters left Albany addressed to every exhibitor 
as far west as Syracuse, south to Bingham- 
ton and Poughkeepsie, and north to the 
Canadian line, urging in the strongest terms 
the utmost necessity of direct and imme- 
diate action. 

Exhibitors have been asked, by the Albany 
Film Board oi Trade to see, if possible^ and 
if , not, to write, .every congressmen within 
tl^eir respective districts. 


Members Declare Intention to Stop 
Waste and Curb ^Wildcats' 

IT ASSOCIATION, born at a dinner 
conference of laboratory executives and repre- 
sentatives at the Hotel Astor, Thursday, No- 
vember 15, is described as a permanent con- 
tribution to the "safe and sane" drive now 
under way in the picture industry. It is the 
purpose of the organization to check waste 
and put a curb on "wildcat" producers, to 
the resultant benefit of the legitimate picture 
makers and distributors. 

At the initial meeting, which was attended 
by virtually every important commercial 
laboratory interest, the name of the new body 
was selected and plans made for completing 
its organization by election of officers and 
adoption of a code of practice at a second 
gathering in the Astor Thursday, November 
22. The association will begin functioning 
December 1. 

The association is the result of a movement 
on the part of the laboratory men to pro- 
tect themselves against unscrupulous pro- 
motors and distributors who order prints 
shipped C. O. D. and then refuse to accept 
them. Through these and other practices the 
laboratories suffer tremendous losses annually, 
in addition to having their vaults jammed with 
many worthless negatives left as security for 

Charles B. Hoy, credit expert and founder 
of F. I. L. M. clubs throughout the country, 
with Frederick H. Elliott, formerly execu- 
tive secretary of the National Association of 
the Motion Picture Industry, were requested 
to make a survey of the laboratory business 
and they reported to the meeting that their 
investigation revealed the imperative need of 
a credit rating system. 

The association plan has the indorsement 
of practically every important laboratory in 
the country and at the outset will have a 
membership of about thirty concerns. 


On Saturday evening, November 24, at the 
Hotel Commodore, the F. I. L. M. Club of 
New York City, (Film Industry Local Man- 
agers) and the Motion Picture Salesmen, 
Inc., representing the distributors of the Met- 
ropolitan district, will give a dinner and dance. 

Acceptances of invitations thus far have 
been received from Governor Alfred E. 
Smith, Will H. Hays, Royal S. Copeland, 
Theodore Roosevelt, Jr., Senator James T. 
Walker and Samuel Rothafel. 

Rex Ingram and Edward Sloman, Metro directors, 
forget work for a few minutes to aid the cameraman. 

Page 16 

Exhibitors Trade Review 


President of Hodkinson Corporation 
Says Failure Will Be Result 

INCREASED prices of admission for mo- 
tion pictures, as advocated in some sec- 
ticais of the industry, as a means of com- 
batting the waste that has been characteristic 
of production, is not warranted under exist- 
ing conditions, in the opinion of W. W. 
Hodkinson, president of the W. W. Hodkin- 
soin Corporation, and pioneer film man. Ques- 
tioned as to the situation, Mr. Hodkinson 

"I beHeve that any move intended to gen- 
erally increase the admission prices of motion 
picture theatres at the present time, to offset 
the alleged waste in the industry, will result 
in failure. 

"Motion picture houses are having difficulty 
enongh maintaining attendances at the present 
admission scale, and it is my belief that in- 
creased quality in production is necessary 
in order to maintain even the present prices. 

''The hope of increased revenue to support 
the picture industry is wider circulation of 
motion pictures at present or lower prices, 
rattier than any endeavor to force the pub- 
lic to pay for all of the waste that the 
prcBent competitive condition in the produc- 
tion field has forced on the industry.^ 

'There must be drastic changes in the 
business if it is to continue to be the lead- 
ing entertainment of the American people. 

"Occasional film production can run in so- 
calfed legitimate houses at regular admission 
prit^, but I have no faith in the idea that 
this can be generally accomplished at this 

Mr. Hodkinson concludes by saying, 
"the fact that it is proposed, or even rumored, 
is another one of the signs that the present 
line-up of the industry must be changed con- 
siderably if the business as a whole is to 
become profitable, which it is not at the pres- 
ent time." 


IVIax Weiss, vice-president and general 
manager of Artclass Pictures Corporation, 
announces that his organization will release 
its Biblical production "After Six Days" on 
the independent market. The story starts 
with Adam and Eve and ends with the Songs 
of Solomon. 

Deals for the picture have been closed for 
the Greater New York and Northern New 
Jersey territory to the Kerman Films, for 
for Eastern Pennsylvania and Southern New 
Jersey to Standard Film Attractions, and the 
Dominion of Canada to Charles Lalumiere 
of Montreal. 

It is the intention of Mr. Lalumiere to 
organize five road shows for this picture, di- 
viding the Dominion in five zones. 


Samuel V. Grand, president of the Grand- 
Asher Distributing Corporation, just arrived 
in New York City. He will spend a few 
days with Harry Asher before leaving for 
his Boston office. 

While in the West he conducted an investi- 
gation of the mid.western independent motion 
picture field, and tried to get expressions of 
opinions on its present condition, from the ex- 
changes and the more prominent exhibitors. 

He expresses himself as well satisfied with 
the general business outlook and believes that 
the present is the time for which all inde- 
pendents have been waiting. 

"Now is the time," says Mr. Grand, "for 
the independents to put their best films on 
the market and to add as much as possi- 
ble to the value of their service. 


r^LOSE upon the heels of Pathe's recent an- 
^ nouncement of its new series of sport pictures, to 
be released under the title "Sportlights," comes the 
news that a nation-wide exploitaton campaign is 
being organized in behalf of these single-reel pro- 
ductions. This important step has been made pos- 
sible because of the association with the screen en- 
terprise of Grantland Rice, prominent sport writer, 
whose articles are syndicated in over seventy lead- 
ing dailies throughout the country. 

Mr. Rice's sport articles, which are syndicated 
through the Tribune Syndicate of New York, are 
published in each paper, under the caption of 
"Sportlights." This identity in name of both news- 
paper articles and screen subjects is of immense 
value in itself in the way of arranging effective tie- 
ups, Pathe points out. However, in addition to this 
William H. Johnson, manager of the Tribune Syn- 
dicate, New York, has addressed the editors of ev- 
ery newspaper of the syndicate system, advising them 
of the release by Pathe of Grantland Rice's screen 
"Sportlights." and telling them to co-operate in the 
local presentation of these productions in their re- 
spective communities. 

Such sport magazines as The American Golfer will 
also carry notices of the release of the series from 
time to time. Two instances in point are M.r. Rice's 
articles on golf appearing in the November 3rd and 
November 10th issues of the American Golfer, 


There has been much divided opinion con- 
cerning the box-office value of the title of 
the Warner Brothers screen adaptation of 
Kathleen Norris' novel of flaming passion, 
"Lucretia Lombard," starring Irene Rich and 
Monte Blue. 

The Warners have therefore made a novel 
inauguration, and will give exhibitors the 
option of presenting the Warner Classic as 
either "Lucretia Lombard," the same title as 
the book, or as "Flaming Passion." 

For the benefit of exhibitors who desire 
to present the feature as "Flaming Passion," 
the Warners have created a special set of 
advertising material in addition to that which 
has already been issued for "Lucretia Lom- 

There will be a special twenty- four sheet, 
a six-sheet, a three-sheet and a one-sheet ; 
and also a special slide advertising "Flaming 
Passion," as well as the necessary special 
film title for the picture and for the trailer. 


Mrs. Emily Lubin, wife of Herbert Lubin, 
of Associated Pictures Corporation, died sud- 
denly in New York City on November 6th. 
following a brief illness. Mrs. Lubin was 
extremely well known in society circles of 
Philadelphia, Los Angeles and New York. 


Advises Showmen Against Signing 
Contracts With Imposters 

Monogram Pictures Corporation, is in 
receipt of telegram from an exhibitor in Min- 
nesota and also one from an exhibitor in 
North Carolina, stating that : "The repre- 
sentative of your concern. Monogram Pic- 
tures Corporation, has failed to return, or 
to advise concerning our contracts made 
with him, and we desire definite confirmation 
at once." 

Mr. Callaghan immediately got in touch 
with a leading detective agency and advised 
them of the facts, because Monogram Pic- 
tures Corporation sells to state rights buyers 
only, and at the present time has no road rep- 
resentative other than George H. Wiley. 

Evidently several imposters are taking ad- 
vantage of the situation, and Mr. Callaghan 
issues this warning that no one is authorized 
to take contracts for Monogram Pictures ex- 
cept himself, Mr. Wiley or Mr. North of 
the home office. 

"All Monogram Pictures, inclusive of the 
Fred Thomson series of Westerns, are sold 
on the state rights basis only," said Mr. 
Callaghan, "and each buyer will equip his 
representative with proper credentials, show- 
ing he is authorized to accept ccintracts and 
deposits on Monogram Pictures. 

"Representatives of Monogram Pictures 
Corporation will call on state rights buyers 
only with proper credentials of authorization, 
and for the safety of all concerned it is my 
earnest desire that every state right buyer on 
whom these representatives call ask to be 
shown such credentials before comencihg any 
negotiations whatsoever. 

"The buyers of the different state rights 
will be announced as these rights are sold." 


In line with the recently announced plaa of 
the Red Seal Pictures Corporation, to sup- 
ply exchanges and public with unusual and 
distinctive pictures, E^win Miles Fadman, 
president, announces that he has just closed a 
contract with the Legrand Films giving the 
Red Seal the distribution rights to the five- 
reel picture entitled "Bill." 

It is expected that the picture will be 
ready for release via the state right market 
in about two weeks. 

A book tie-up has already been arranged 
with Dodd Mead & Company, publishers of 
the novel by Anatol France, from which 
the picture was taken. 

The Red Seal Pictures Corporation, now 
has its offices on the tenth floor of 1600 


Dr. Lee De Forest's Phonofilm is ready 
to make its bow to the general public. 

The Phonofilm was flashed on to the the- 
atrical world last Spring when Dr. De Forest 
personally demonstrated it before the New 
York engineering societies. 

It was far from being then in such shape 
as warranted its presentation to the theatre 
going public. 

But since then. Dr. De Forest and his 
corps of technical assistants as well as the. 
atrical advisors have labored night and day 
adding the refinements to make this scien- 
tific marvel an entertainment marve! as well. 

Countless experiments have been made, 
hundreds of productions have been made, each 
day bringing its improvement. A few weeks 
back it was the concensus of opinion among 
those who have been closely associated in 
the development of the Phonofilm that the 
necessary quality for theatrical circulation 
had been reached. 

Yale University Press 



One of the Chronicles of America Series, Visualizing 
the Making of a Great Nation 

4 parts 

QiSi. 1st, /^J13 

Chroniclea Of America In Movies. 

COLUMBUS day (October J2.) will bavi 
double Blgnlfieanee tor 
lU B^fll Italian contingent. 

I be a 

t tbe a 

w Haven 
OD ihB.t dale 

30 pictures 

pictures ot ibe series o( e' 
which are to teproduce on the screen 
Btorlea aod teaeblogn of tbe -Chronicles 
America," the monumeotnl hlslorlcnl worl; 
many wrllera being Issued Id many volume: 
the Yale Frees. So taBclnatlng as well 
epochal this lllerary production thai la e 
community In the United State?, and by raanj 
ahroed. Us riches have been discovered until 
the delight of reading the chapters la 
of Irequent remark. 

The plan now Is to utilize the s 
further tell these Blorles of American history | 
and so secure the minimum benefits In the 
■ Instruction ot the people. Tbe Paihe Exchange 
is to handle the distribution to the iheolres ot 
these choice pictures which are produced under 
the auaplccE of the Yale Press no leee thOQ the 
boohs themselves. Historical accuracy Is thus ■ 
secured. The aceaes obviously -end them- 
seivea to dramatic effect and the best talent has 
been enrolled to that end. The combination 
of seholarahlp and screen technique unites to 
produce pictures with an appeal to the theatre- 
goer not less than to tbe great numbers ot the 
young, (he newKiomers and all citizens to 
whom It Is expected the project will bring an 
inlorroallon and Inspiration as to what entered 
into the making ot America thai shall go far to 
strengthen national lite. 

It was a clean-up for the Poli Circuit; it will be the same 
for you. 

Every showman who has booked it, and there are many, has 
found it very easy to get the enthusiastic support of the Super- 
intendent of Schools, the School Principals, the Teachers and 
patriotic and fraternal societies. 

The Yale University Press can and will give you great help in 
putting these Chronicles of America pictures over. Ask the 
Pathe salesman! 

This is to state that the film "Columbus" produced 
by the Yale University Press, from the historical 
series "The Chronicles of America" is in the esti- 
mation of the Los Angeles School System, an invalu- 
able film with permanent historical value. 

It is our desire to make known to every school 
child in Los Angeles the fact that the film is released 
and will be shown in our local theatres. 

vie on young America, 1 
finding ot the Sace 
.miners reported after accurati 

L Influence of the 
3 enough to cite 
Foundation. Ita 

city 11 

t SO p 

■1 chlldrec 
a the high 

r unworthy and Interior 

below high school gr.r 

schools the figure rose 
It Is a dark outlook 
material la supplied to the theatres to 
transferred to the minds and hearts of the 
generation at thai plastic age. On the . 
band, could anything be more reassurlne, 
cause one more to rejoice In the application ot 
late invention to high uses, than to contemplate 
)tt3 of young people taking in by the eyo 
great exhibits of the history of their 
country— the adventure, the heroism and sac- 
rlflces, the personnel and major events from 
the coming of Columbus to Appomattox. A 
gecond play ready (or the public la "James- 
town" and one who knows the picture says 
vividly that "one feels ' that this Is what 
Jamestown must .have looked like.' Bui the 
picture thrt just now concerns New Haven Is 
"Columbus" and It Is to be given tor three 
day? Incladlng the 'day that _ J"^ 

pioneer by bearing his "~ " 


gcovety < 


( Mr Poll's Ibcal 

[EdLiiorial ] 

New Voi-lc Times 

S©pt.3Q, '53-^ 

) now 

io ""'^".V 
•arealli'*' ' 

The film "Columbus" combines dramatic technique 
with the exacting requirements of scholarship and is 
worthy of the commendation of every educator in the 
United States. 

Cordially yours, 

Head of Visual Education Department, 

Los Angeles City Schools, 



first oPP°^^^ val" 

when P ^^nrtWloV'S 

teariM Wotaox, that great' schola 
Mtf ilbnriata of Harvart Unlversltj 

and oeAaitlve enoush to recover ani 

French explor 

Some yeani a^orthe Yof* Pfesa«be- 
BUt Ui» coDeoUon of rtUl-lUe material 
niuotraUns the blMorr of our country 
from the Uaie of Ita dlaco^err and aei- 
.tlement, ValuoUe u Xfia autbentlo 
.plctnrlnr of the paat^vcculd havp been 
It put forth la pUtee ind In Ulnstra- 

Uona of 'uooks. Ita value 
tiplled many times by e 
flKtlres wjth powci to i 

lor tp theic 
I announced 

dll give their 
Bucb laudable 

overytmdv frora Daa to JBeerab 
So H BboUtd be poulble to 'aon 
when thr?" iMifl Ilk* photoplay 


oWu» on the Screen. 1 
, ■ That Huch a series o( ponnanent 

It rwiafrcfl coo.siUcral) 
--- of spirit 

f a blxtorlcally 

*^ Hoi a'^" 1, bcf"" 

a BO d-illy t 

r by the mT 

understand and rememben. 

„ ^. trials 

nnd tlien the triumph of Christopher 
Columbiia for popular presentation, fortunately for the rwil puhllc 
of the land tbe boldnosa wne forth- 
Just how much real appreciation of 
hinccro ettort at truth reposes In the 
1 of the ■'. 
jHemcnt seckei 
_Tie Tale Unlve 

the whole 
dreams, ' 

tbe things 


made tliem bijp- L 
and what tliey have produced by I 
ir happening— the ffurld's great-.l 
nation— should be carried through 1 
on In eminently d--'— 
in plcturea will 
....00 neccBsnr7 whether that \ 
ensentlal com 
picture, a love 

Walter Raleigh, Captalf. John 
, ..--J. Governor Endlcott and Miles 
StandLsh. Peter StujA'esont, WlUlam 
jPeim aod General Oglethorpe furnish 
'Mcellc.l siii)J«;t8 tw the cipanGlon 
jof this "blutorj- roaklnc by camera" 
througb the Colonial pertoiJ. That 

— I 7v,Tllrrr ■"■-l 


^e^ycrrk Sun 

History Through the Movies 

~" nost ambitious effort yet 
portrey Ameriea.i history, 
itrict end echolarly regard 


■tended nenes oi ms 
called, "The Chronidi 
id designed to cO' 
IB volumes, the er 

3 moving 

y, through 

pproval. The result 

porlonca. Some years ago the Yale 
" rganlialion owned "f"! 

r popular 

,j ......rsity, under- 

preparation of a.i 'ex- 
--- of historical studies, 

beginningB to the pre 
oE this undertaking, 


episodes, tl(e a on the printed word, grew 
a simitar plan to present upon the 
nnv of the more important 

n Photo- 

of wnat are now to bi 
"The Chronicles of Ame: 

Over 30 of the.^e Yale photoplays, 
bearing such descriptive titles as 

r such descriptive 

"Jamestow.i," etc., 
■■ ■ ■' ■ - • 'o the n 

ing picture theaters of the country 
of the wcll-linown film 
=- announced that 

I througfi 
agencies. It 
"Columbus" is 
Palace theat«r 
sumably in 
Oaober 11, 12 . 
Columbus day 
those plays h; 
with such an 

i interest' of a ") 

1 this city, I 

]d 13, the 12th being 
It is claimed that 

f dramatic 

'Oraatlmoa do 1 
"lo fllmo art 

'all I 

.. ._ hold thi 
audience while 
j it is taken back to the court of Isa- 
bella of Spab where Columbus 

on the banks of the J8i-.._ . 

tlio thing to be determined. 
Other efforts have been mado 
j teach history through the movi 

I cfTort, as yet. on a scale cortiparaljic 

say, if it proves through the test 
I of box office receiifts. tliat the public 

.^ew York Tribune 

i^k" 7. wh.ri'c.,.™*; 

r "« "OimiDW,, „, ' ">■ 1'" 
"•rmlch., I, -,,1 '"^""l. n,:, 

"""Sh ti. 1,"'.. ^-.J. p,„ 
I" Mmory ,„H th, in,, 

"■'UloWolU,...;* "-""I '- " 

act It. Btara 

11 th, tC ""-'=t=: „ , 

- *ha aertoB th. " 

'•>■ ■» pJtu^rr" 

N"™-"? th., . , "'""a- But' 

'atrlbutora of ■ 'arrest 

I were countrv 

"Colo„b»,- ,„ "a «)„. „ 

"jcret baJIo, J T°.',T"°' '""1 
headed, k,,,:,, fifteen he 

•aleame.. rZl'T'""^ 
lliat tha p|e,„„ ot'tZ'l'"''"''" 
I '^'s Pietnrea ,.7 ""T^hci 


""J acenieally „„„ a " 
if "'t'l'' by ir, ; ei'o ' 

'"•lity. th, ...'"'^^^afHaten, 
'ntense dratna a '-"'"mbup ^ 
mon'a lonj, t„ ' 
l-f- It n„d,d to 
) added to it. ' ' 

lNa.did.he "Tc,, , 
'a diluted by ,he „.„ ? 
i 0^ course, the T 
j "aw to, come. Yet Jl"''"'"'^ '"^^t ,^ 

'aa baei,- proved 
'=»«t. that .h outaid, ' 
malre good "'aide aponcy 

'Wclure, , »>«'kotabIe 

/"<« o( the°"„rtilf'""' 
.' are especially „. ."^ atudio. We 

Yale University Press 



A Dramatic and Authentic Story of the Expulsion 
of the British from the Old Northwest 

Here is a picture. No one can see the suffer- 
ings and the heroism of that wonderful march 
through a flooded wilderness by George 
Rogers Clark and his little army of frontiers- 
men, culminating in the attack upon the British 
fort at old Vincennes and its capture, without 
being proud that he is an American. 

The Mayor of New Haven, Conn., issued a proclama- 
tion urging every one to see the first of this series. The 
Superintendent of the Board of Education of Bridge- 
port, Conn., said: '7 consider it a great educational priv- 
ilege that more than 4,000 of our children saw 'Colum- 
bus' at the theatre." 




3 parts 

Here are color, thrill, suspense, heroism, 
hardship and victory; here are also absolute 
Truth, splendid acting, great production and 


When "Columbus" was shown in Springfield, Mass., 
Mayor Leonard issued a proclamation urging every 
resident to see every picture of this epochal series. 

Entire Series of Over 30 Pictures Booked Solid Over 
the Stanley Circuit, Philadelphia 






Yale University Press 



A Dramatic and Authentic Visualization of 
the First Permanent English Colonization 

in the United States 

4 parts 


Who hasn't heard of Pocahontas? or Pow- 
hattan, John Rolfe and all the rest? 

This picture not only makes history clear but 
it makes it real. And it is splendid entertain- 

You will find it easy to get wonderful tie-ups 

with the book stores; and enthusiastic assist- 
ance from every educator in your community. 
You can disarm every critic of the motion pic- 
ture theatre; you can make many new friends 
for your house by showing these pictures. And 
with proper effort your business will surprise 

No Other Pictures Have Ever Received Mayors' Proclamations 

and Scores of Big Editorials ! 


December 1, 1923 

Page 17 


Whose ComeCes Highlight Pathe Programs 


Will Assist Their Showmen With 
National Newspaper Tie-Ups 

"P HEATH COBB, Director of Ex- 
• ploitation for Grand-Asher, has 
apparently jumped into first ' place 
again as an originator of valuable ad- 
vertising ideas. 

This time it is a system of advertising 
which will render greater satisfaction to 
the exhibitor and reach a larger 

It has long been apparent to this com- 
pany as well as to other far sighted 
concerns that there is a larger public 
which the exhibitor is not able to reach. 

Many plans have been formulated, but 
it is believed by Grand-Asher that the 
goal has been reached, and that by 
means of this new system they will be 
able to bring many new patrons into the 
theatre. Mr. Cobb gives a comprehen- 
sive outline of his ideas. 

"Consider," says Mr. Cobb, "the plan 
of America's largest Davenport bed 
manufacturer. They have dealers in a 
great many cities of the United States 
who are unable themselves to effectively 
advertise the fact that they carry Dav- 

"Does the manufacturer supply only 
mats which the dealer may use at his 
own expense? On the contrary the man- 
ufacturer advertises in the largest na- 
tional publications the worth of his pro- 
duct — selling the public. 

"He then places the same ad in the 
local papers of the towns in which his 
dealers are, listing his dealers. Thus he 
makes the people realize they can get 
the_ nationally advertised product in 
their own town. 

"The misrepresentation and false ad- 
vertising of pictures must stop. The 
papers should be used to tell the truth 
and promote confidence. The change 
will take place with this new system. 

"The system applied to pictures would 
have unlimited possibilities. The country 
could be divided into zones, and for 
each zone, one man from the producing 
or distributing company, would be re- 

"In this way the spirit of co-operation 
and complete harmony could be main- 


Part 6 

Country Trade 

By Oeorge Rice 

IN many parts of the country the patron- 
age of the tarmers is getting to be a very 
important item in the moving picture thea- 
tre business. 

There was a time, as all know, when the 
farmer subscribed for few periodicals ex- 
cept the annual almanac, when he could 
not come to town very often because his 
horses were tired from hard work on the 
soil, and when he considered the theatre 
an improper place for any member of his 

He was regarded as a hick and sharpers 
were ever on the watch for him when he 
came to town. The farmer of today is a 
well-read man, with sons and daughters in 
the best colleges of the land, he receives 
his daily paper, has his motor car with 
which to go to town every day if he 
wishes, deals in stocks and bonds instead 
of gold bricks and is often a capitalist with 
rich harvesting lands or a large dairy. 

I interviewed numerous farmers in their 
fields and barns, and the women folks in 
their kitchens and gardens. 

I observed that in several of the country 
centers where there were a postofifice, a 
depot and a few stores and houses, a pic- 
ture show was given about once a week 
in the town hall. 

The posters still hanging in front 
showed us the inferior character of the 

I found that while the man of the family 
usually hesitated to considering any plan 
for motoring a dozen or more miles to 
town for this purpose, the women folks 
were pleased with the idea that means 
were provided for the care of their car. 

I was told that whenever they went to 
town to attend the movies and parked their 
car in one of the parking places, the ex- 
pense was usually more than they could 

That if they had to remain for a meal an 
additional cost had to be met; and it was 
seldom that they could find accommoda- 
tions of a rest room without going to a 

People living within a radius of twenty 
miles liked the idea of going to town where 
they could see the greater pictures and we 
decided to make provisions for their pat- 

The next day I interviewed one of the 
real estate men relative to a vacant lot in 
our vicinity and secured its use at a nom- 
inal price of $10 per month providing we 
would keep it in order. 

The place was cleared, a shed erected 
along one side for automobiles in wet 
weather, a water pipe installed, and a few. 
other accomodations for country people 
and their cars while the family attended 
one of our theatres. 

This work was done at an expense of 
$200. for the shed and another hundred for 
the water supply and sundries. 

Local eating houses guaranteed to pro- 
vide our country patrons with meals at a 
reduced price. The rest rooms of our the- 
atres were enlarged so that more and bet- 
ter accommodations would be furnished for 
people coming in from the country and 
then we put out the advertising explain- 
ing what we had done with the result that 
the patronage from these people gradually 
increased to paying proportions. 

We found that as a rule the country 
visitors were well pleased with our pro- 
gramme, and were always ready to speak 
a good word for both of our houses. 
(To be continued) 

President of Monogran: Pictures Corporation. 


Pathe Manager Finds Lengthy Film 
Force Cry for Shorts 

ANOTHER indication of the grow- 
ing popularity of the short subject 
was disclosed this week in the report to 
the Pathe home office of Miles Gib- 
bons, Short Subject Sales Manager of 
that organization, who has just com- 
pleted a tour of the principal key cen- 
ters of the Middle West, including Pitts- 
burgh, Indianapolis, and Chicago. 

While dealing specifically with condi- 
tions in the short-subject market, Mr. 
Gibbons' report describes general condi- 
tions in the field as sound and the out- 
look decidedly encouraging. 

"There is an unusually heavy demand 
for short-length screen entertainment," 
say's Mr. Gibbons. "The reason for 
this is the fact that the one-reeler can 
be easily fitted into a program. 

"This is an important advantage for 
theatre owners in view of the prevailing 
excessive footage of so many features. 

"Just how greatly this matter of ex- 
cessive footage has affected the owners 
of the smaller houses can be scarcely ap- 
preciated except by first-hand observa- 

"I met one exhibitor operating a 
house of less than four hundred seats, 
who vvas playing a popular feature ag- 
gregating over eleven reels in length. 

"Custom demanded the inclusion of 
something else besides the feature and 
the only course open to him was a sin- 
gle-reel comedy news pictorial. 

"And his problem is that of thousands 
of exhibitors similarly fixed. The pro- 
gram without a comedy and a news reel 
is felt by the patrons to be incomplete 
and the single-reeler is resorted to as 
the only possible solution to a complete 

"Featurettes are equally useful when 
used in conjunction with an under- 
length feature. They adapt themselves 
to a short program, and help to fill it 

"It is not to be wondered at in the 
face of these conditions that the short- 
subject, and especially the one-reel 
form of screen entertainment, is en- 
joying a vogue that it has never before 

Page 18 

Exhibitors Trade Review 


Warner Director Will Not Produce 
Along Extravagant Lines 

FRANKLIN is making the rounds of 
New York for literary material for his 
productions under the Warner Brothers 
banner. Scenarist Paul Bern accom- 
panies Mr. Franklin, and both are looking 
over all of the available dramatic material 
along Broadway. 

It is understood a number of plays and 
stories already have been purchased, but no 
definite announcements can be made yet in 
this regard until matters pertaining to 
copyrights can be settled. While Mr. 
Franklin would not disclose anything relat- 
ing to the nature of his forthcoming pro- 
ductions, he stated he does not intend to 
produce anything along extravagant lines, 
but will lay particular stress upon pictures 
that contain dramatic punches and all the 
necessary values that are important to the 

It could not be learned just hovi' long 
Sidney Franklin expects to remain in Kew 
York, but he hopes to be in New York for 
the world's premiere of his screen version 
of the David Belasco play, "Tiger Rose," 
in which Lenore Ulric is starred and which 
will open at the Rivoli Theatre Decem- 
ber 2. 


Word comes from Washington that the 
Internal Revenue Department is to insti- 
tute closer inspection of admission tax re- 
turns from motion picture theatres. It is 
announced hereafter all certifications must 
be in the name of a responsible official 
of a corporation and that merely the firm 
name will be insufficient. 

It is expected that if a theatre does not 
within ten days return its corrected report 
when so ordered there will be imposed a 
penalty of 25 per cent of the sum involved. 

Change in 'Blood and Gold' 

Distinctive Pictures Corporation an- 
nounces an important change in the cast 
of its forthcoming production, "Blood and 

Alma Rubens, who gave an outstanding 
performance in "Enemies of Women" and 
in "Under the Red Robe," will play the 
leading female role instead of Jetta Goudel, 
originally announced for the part. Miss 
Goudal is leaving for California. 



Italian Director Arrives from Italy 
With New Film 

premier-director, arrived in New York 
on November 9th aboard the Italian steam- 
ship Duilio, bringing with him a print of 
his latest production "Messalina" which is 
regarded as the sensational European film 
of the year. 

Signor Guazzoni will best be remem- 
bered for his magnificent production of 
"Quo Vadis," one of the first elaborate 
spectacles to be made. 

It was released in this country during 
1913 and is yet being shown. Signor Guaz- 
zoni has placed himself under the man- 
agement of Ferdinand V. Luporini, who is 
well known in the film business, with head- 
quarters in the Straus Building. 

When questioned regarding conditions in 
Europe, Signor Guazzoni said: "The sit- 
uation in the Ruhr has brought about an 
unsettled condition and it is the hope of 
everyone that the United States will in- 
tervene in order to help bring about a 

"In Italy there have been no more 
strikes since the advent of Mussolini to 
power. Everyone is working and happy. 

"I came to the United States to attend 
to the sale of 'Messalina' after the re-edit- 
ing and titling to answer the requirements 
of the American market." 


Reverses Lower Court and Remands 
Case Against Exchanges 

'y HE United States Supreme Court, in 
J- the case of Charles G. Binderup against 
the Omaha exchanges charged with violat- 
ing the Anti-Trust act of July 2, 1890, has ' 
reversed the Circuit Court of the Eighth 

The latter court had sustained the lower 
court in directing a verdict for the defend- 
ants on the ground that not enough evi- 
dence had been submitted to justify the 
contention that the activities of the distrib- 
utors had been a violation of the act. 

The case is remanded to the District 
Court at Omaha for further proceedings. 

Binderup, who owned a chain of twenty- 
eight theatres in twenty-five towns, alleged 
that because of his success the "cupidity of 
the distributors was aroused and they de- 
manded a share in his patronage, and upon 
his _ refusal threatened to put him out of 
business by underbidding. 

Justice Sutherland, in his decision, stated 
that "The illegality consists, not in the 
separate action of each (distributor), but in 
the conspiracy and combination of all to 
prevent any of them from dealing with 
the exhibitor." 

B'nderup's counsel is quoted as saying 
his client can show damages to the extent 
of $250,000 "and that will entitle us to 
recover $750,000. I believe we can force 
paj'ment of the full amount." 


Many celebrities of the motion picture 
and theatrical world will be present at the 
Goldwyn Club dance at the Hotel Pennsyl- 
vania Friday evening Nov 23. Cosmopoli- 
tan, Distinctive and Goldwyn, whose pic- 
tures are released by Goldwyn-Cosmopoli- 
tan are sponsors. 

Among those leading players of stage 
and screen who have accepted invitations 
to be present are Marion Davies, Alma 
Rubens, Anita Stewart, Gloria Swanson, 
Thomas Meighan, Alice Joyce, Lois Wil- 
son, Conrad Nagel, Marguerite Courtot, 
Jobyna Howland, Jetta Goudal, Mimi Pal- 
meri, Alfred Lunt, Lynne Fontanne, Ann 
Pennington, Peggy Hopkins Joyce, Jeanne 
Eagles, Edith Day, Naomi Childers, 
Queenie Smith, Richard Barthelmess, John 
Steel, and Mrs. James Vail Converse 
Csister-in-law of Mr. Reginald C, Vander- 

Music will be furnished by Vincent Lo- 
pez in person and his Pennsylvania Hotel 
Orchestra. Lighting and setting efTects 
have been arranged by Mr. Rothafel, as 
master of ceremonies, with the aid of the 
staff of the Capitol Theatre. A limited 
number of tickets will be on sale at the 
entrance to the grand ball room. 

The entertainers to be present are: 
Marga Waldron, Margaret Wilson and 
Ray Ramond, Evelyn Herbert, Joe Cook, 
Bard and Pearl, of "Topics," Constance 
Evans, George Rosner, Helen Ford, W. C. 
Fields of "Poppy," Lee Morse, Brook 
Johns and Tom Moore. 


Exhibitors Trade Review: 

Inclosed please find the "necessary" for 
another year. 

Hurrah for Secretary Alellon. I note 
that he favors removing the admission tax 
along with others! 

Every theatre owner at once should wire 
or write his Representative to support this 

Playhouse Theatre, Strong, Ark. 

Indiana delegation in attendance at the recent Central States meeting of exhibitors at French Lick, Ind. 
Left to right they are F. G. Heller, Kokomo, Arthur Jackson, Crawfordsville ; A. C. Zaring, Gus Schmidt 
and Mrs. Jessie Barton, Indianapolis; Billy Connors, Marion; Mrs. Nat Bernstein, Michigan City; W. F. 
Kasley, Rushville; George Ade, Brook; Mrs. F. G. Heller, Kokomo; Charles Olson, Indianapolis; Frank 
Rembusch, Shelbyville ; Nat Bernstein, Michigan City. 

Photo by Gravelle Pictorial News Service 

December 1, 1923 

Page 19 



First of Series, 'The Fire Patrol' 
Now in Production 

^ TION has just announced that they have 
arranged to release a series of six big melo- 
dramas, the first of which "The Fire Patrol" 
is now being filmed under the direction of 
Hunt Stromberg at the Charles Ray studio 
on the coast. 

It was adapted from the stage play of the 
same name which has been playing stock 
throughout the country for more than a gen- 
eration and is every inch a real melodrama. 
The story deals with the life and fortitude 
of the coast guard, and aside from its pic- 
torial value, Hunt Stromberg is striving for 
the utmost in realism. It is being made on a 
lavish scale with a cast including Madge 
Bellamy, Johnny Harron, brother of the late 
Griffith star Bobby Harron ; Helen Jerome 
Eddy, Mary Alden famed on the legitimate 
for her mother portrayals ; Jack Richardson, 
Spottiswoode Aiken, Charley Murray, Bill 
Franey, Chester Conklin and Bull Montana. 

Other productions included in the "Big 
Chadwick 6" are "Sunshine of Paradise Al- 
ley," "Romance of an Actress," "Driven from 
Home," "The Coast Guard," and "The 
Shamrock and the Rose." 

The exploitation mail campaign has al- 
ready been instituted and advance reports 
from the coast indicate that the youthful di- 
rector Hunt Stromberg has outshone his pre- 
vious efforts through his desire to make this 
a big success. 


Arthur H. Sawyer, through a special ar- 
rangement entered into with Famous Play- 
ers-Lasky, has signed Jack Holt, Paramount 
star, for a feature film, details of which will 
follow, and Bert Enis will handle the pub- 

Additional interest is added to this by the 
fact that Barbara La Marr will appear op- 
posite Holt. 

Clarence Badger, who has just completed 
"The Swamp Angel" for First National, will 
direct the Holt-La Marr vehicle and Sawyer 
will supervise the production, which after the 
supporting cast is secured will go into im- 
mediate production. 

Miss La Marr will also appear in "The 
Shooting of Dan McGrew," plans for which 
are rapidly being formulated, for Metro re- 


Richard Walton Tully's production of Rex 
Beach's "Flowing Gold" is well under way 
at the First National studios in Hollywood. 
Carpenters are busily reproducing the entire 
main street of Ranger, Texas, as it was dur- 
ing the days of the oil boom, from photos 
and data secured by Mr. Tully on his recent 
trip to Texas. The chief worry now is to 
find some philanthropic soul who is willing 
to donate a few producing oil wells as a 
sacrifice to art, or at least who is willing 
to permit the cremation of several gushers 
for an important sequence in the story. The 
possibility of being forced to purchase a few 
to feed to the flames is being contemplated 
with horror. 

Amongst the prominent players engaged, 
in addition to Milton Sills and Anna Q. 
Nilsson who play the leads, are Josephine 
Crowell, Bert Woodruff, John Roche and 
Charles A. Sellon. 

The technical staff for this all-star pro- 
duction has been assembled, as follows : di- 
rector, Joseph De Grasse; assistant director, 
George Reehm ; art director, W. S. Hen- 
shelwood; master painter, Conrad Tritschler; 
cameramen, Gilbert Warrenton and Roy Car- 
penter; assistant cameraman. Rube Boyce; 
property man, Scott Jones ; business manager, 
Phil Kroha; director of publicity and ex- 
ploitation, Ray Coffin and the continuity 
clerk, Mabel Johnson. 


World rights to "Borrowed Husbands," by 
Mildred K. Barbour" has been purchased for 
the third J. Stuart Blackton production to 
be released by Vitagraph. 

We recently announced that President Al- 
bert E. Smith purchased the world rights 
for "Captain Blood," by Raphael Sabatini 
and then there is "Let No Man Put Asunder" 
which Mr. Blackton is working on at pres- 
ent at the studios in Brooklyn. Those 
coupled with the Charles E. Blaney's old time 
melodramas of the legitimate, headed by 
"The Love Bandit" which is about ready for 
release comprise a noteworthy list of plays 
and novels of interest to all. The story of 
"Borrowed Husbands" deals with domestic 
problems of people of wealth. 


Export and Import's announcement of their 
purchase of United States and Canadian 
rights to the big five-reel spectacle, "A Trip 
to Mars," has met with favorable response 
from the independent field. The picture seems 
to be creating unusual interest at this time 
because of the spectacular records being made 
by Lieutenants Williams and Brow of the 
United States Air Forces. Scientists have 
re-opened the arguments as to the possibility 
of reaching Mars by 'plane. 

Masterpiece Film Attractions have bought 
the Eastern Pennsylvania and Southern New 
Jersey lights to "A Trip to Mars." 


King Baggot's Picture Is Promised 
As Another 'Acquittal' 

UNIVERSAL announces the completion 
of camera work on "Blackmail," the Uni- 
versal Jewel production being made by King 
Baggott from Rita Weiman's sensational 
stage play, "The Co-Respondent." It is a 
special cast production in which its directors 
and sponsors have endeavored to rival "The 
Acquittal," a successful play also from the 
pen of Miss Weiman. 

Heading the list of players in "Black- 
mail" are Ruth Clifford, Niles Welch, Buddy 
Messenger, Emily Fitzroy, Jane Starr, Hay- 
den Stevenson, and Carl Stockdale. 

The picture is in a modern mystery play of 
society and newspaper life, with social in- 
trigue and blackmail as the motif. 

Ruth Clifford plays the role of an inno- 
cent girl who becomes involved in a blackmail 
plot, which later breaks over her head while 
sh2 is lejiorting for a paper, and engaged to 
tl.e managing editor of the paper. Buddy 
Messenger is tlie "head copy boy" in the news- 
paper office, a role in which he is appro- 
priately cast. 


As a reward for his excellent work in "The 
Virginian," Kenneth Harlan is to have the 
star part in "Poisoned Paradise," the story 
of Monte Carlo and Paris, a Preferred pic- 
ture that is just being started by B. P. Schul- 
berg in his Los Angeles studios. 

The screen story is an adaptation from the 
novel of that name by Robert W. Service. 
Clara Bow, who first leapt into fame in 
"Down to the Sea in Ships," plays the girl 
from Paris. 

The picture will be directed by Gasnier, 
who is thoroughly familiar with Monte Carlo, 
and who is expected to lend some thing of 
the sensational to the settings and scenes. 

Times are changed indeed! Behold Herbert Rawlinson, in his forthcoming Universal feature, "His 
Mystery Girl," quite overcome by the welcome home extended to him by these two fascinating' wood 
nymphs instead of the proverbial rolling pin. Who wouldn't be overcome? 

Page 20 

Exhibitors Trade Review 

SOME gowns! 
That wiU be 
the criticism 
when the wom- 
en see these 
two scenes. 
The one on the 
left appears in 
Grand Ashei 
picture "Try 
and Get It. " 
The one on the 
right is taken 
from the Fox 
"You Can't 
Get Away 
With It." 


Warner Bros. Forces Expending Effort 
on 'Beau BrummeV 

AN unusually fine cast, including a number 
of stellar names, will appear with John 
Barrymore in the Warner Brothers screen 
version of the famous Clyde Fitch play, 
"Beau Brummel." Harry Beaumont, who is 
directing the picture, insisted on securing only 
the finest types of screen personalities with 
which to surround the famous star. 

Mary Astor is seen in the leading fem- 
inine role opposite Barrymore. Irene Rich 
appears as the Duchess of York, and Willard 
Louis is seen as the Prince of Wales. Others 
in the long list are Alec B. Francis, Carmel 
Meyers, Richard Tucker, William Hum- 
phreys, Templar Saxe, Clarissa Selwyn, An- 
dre de Beranger, John J. Richardson, Michael 
Dark, Kate Lester, Carol Halloway, James 
A. Marcus, Betty Brice, Roland Rushton, 
Rose Dione, Claire de Lorez, L. H. Chalde- 
cotte and F. F. Guenste. 

The settings for "Beau Brummel" are pre- 
tentious and elaborate. An impressive scenic 
element in the picture is a castle in which 
lavishness in pictorial effects, exteriors and 
backgrounds is the key note. 


Harry Langdon, former well-known vaude- 
ville headliner and more recently star in 
several successful screen comedies, has been 
signed by Mack Sennett to appear in a series 
of two-reelers. 

The acquisition of the former vaudeville 
star is expected to add materially to the al- 
ready formidable array of comedy talent ap- 
pearing in the Mack Sennett laugh-provokers 
for Pathe release. Among the prominent 
screen players appearing in this series are 
Jack Cooper, Harry Gribbon, Billy Bevan, 
Kewpie Morgan, Jack Richardson, Fred 
Spencer, Madeline Hurlock, Alberta Vaughn, 
Irene Lentz, Lewis Sargent and Kalla Pasha. 

The Ben Turpin starring vehicles distributed 
by Pathe are also being produced under the 
Mack Sennett banner. 


Donald Buchanan has finished the editing 
and titling of Hepworth's "Strangling 
Threads," and will start work at once on "The 
Pipes of Pan." 

Following "Boden's Boy," to be released by 
Hepworth Distributing Corporation, Henry 
Edwards starts work on the screen adapta- 
tion of E. Temple Thurston's story "The 
World of Wonderful Reality," which Joseph 
de Lorenzo, in charge of distribution, says 
will be completed by March 1924, making a* 
total of fourteen pictures for the 1923-4. sea- 


Dimitri Buchowetzki, famous Polish direc- 
tor on a visit here, left for the coast Saturday 
after a conference with Jesse Lasky. 

Buchowetzki refused to divulge his plans, 
nor would Ben Blumenthal, under whose su- 
pervision the noted director came to this 
country, say anything regarding his future ac- 

It has been rumored however, that 
Buchowetzki is slated to direct Pola Negri's 
next American picture. His previous pic- 
tures included "Othello," "All for a Woman" 
and "Peter the Great." 

Before leaving, Mr. Buchowetzki was ten- 
dered a luncheon by Dr. Riesenfeld at which 
the leading newspaper and trade-paper critics 
were present. 


The Richard Barthelmess offerings include 
'Twenty-One" now completed; "The En- 
chanted Cottage," and an historical feature 
"Nathan Hale," based on the life of that fa- 
mous American patriot. 

In "The Enchanted Cottage," Marion 
Coakley will make her screen debut. She 
has been seen in numerous stage successes, 
her last having been "Barnum Was Right." 

Florence Short is the choice of John S. 
Robertson for the long nosed Ethel of "The 
Enchanted Cottage." For two weeks Mr. 
Robertson sought an a :tress to play the part 
of Ethel, finally electing Miss Short. Not 
only because of the length of her nose, but 
because of her ability as an actress, for she 
has played with Richard Barthelmess before 
in "The Idol Dancer" and "Way Down East," 
and has proved her ability to director Rob- 
ertson to play the difficult dual part of the 
homely old maid and the charming young 
wife who is beautifully only because she is 
happy and has succeeded in bringing back 
to the man she has married the desire once 
more to live and be well. 


Harry McCoy, whose work in Century 
Comedies with Jack Earle, the youthful 
giant, has been elevated to co-stardom. Mc- 
Coy will appear in pictures with Earle, in 
which the two will be featured as a team. 
The contract signed in this connection will 
bring him out in something like six Centuries. 

McCoy is one of the real two-reel veterans 
of the screen. After leaving Gus Edwards 
years ago (he was one of this famous gentle- 
man's proteges) AlcCoy signed and joined the 
Mack Sennett Keystone Company. At that 
time he was one of the leading juveniles in 
comedies, and has still the same versatility 
and pep of former years. His first picture 
was "Obey the Law" and it was his work in 
this Jack Earle picture, tliat prompted his 
being signed to work with Jack Earle. With 
the completion of this, Stern Brothers placed 
him under this present contract. 


Many Young Actresses Hope for Part 
in Chaplin's New Feature Comedy 

n HARLIE CHAPLIN is working on his 
^ first comedy film for United Artists Cor- 
poration, contrary to his usual procedure of 
a long delay between pictures. Also he will 
retain the baggy breeches, kinky cane and the 
diligent derby. 

A few days after he returned to Los An- 
geles after witnessing the New York premiere 
of his serious drama "A Woman of Paris," 
he went into conference with himself and 
then announced he would begin production on 
November 12th. Alfred Reeves, Chaplin's 
studio general manager, assembled the staff, 
which includes amongst others, Eddie Suther- 
land, who helped on "A Woman of Paris" ; 
"Chuck" Reisner, who played comedy roles in 
"The Kid" and "The Pilgrim," and Edward 
Biby, formerly with the Chaplin staff. 

Since the prominence achieved by Edna 
Purviance in her role in "A Woman of Paris" 
much interest is evinced over the leading wo- 
man Chaplin will select. There is a wealth 
of material to select from and a horde o'' 
young aspirants are hoping for the oppor- 


Samuel Goldwyn has acquired the motion 
picture rights to Joseph Hergesheimer's novel 
"Cytherea," and it will serve as George Fitz- 
maurice's next independent production for 
First National. The scenario is being pre- 
pared by Mrs. Fitzmaurice (Ouida Bergere) 
and work will be begun about December 1st. 

A cast equal to importance to that which 
appears in "The Eternal City" will be chosen. 
The combination of an excellent cast and 
such a popular book as "Cytherea" points to 
another triumph for all concerned. The story 
made excellent reading and offers many 
strong dramatic instances to be taken ad- 
vantage of in the production. 


"Souvenir" is the second Halperin feature 
for Associated Exhibitors. The cast includ- 
ing Agnes Ayres, Percy Marmont, Kathlyn 
Williams, George Siegmann, Mary Alden and 
Robert McKim, show the high standard which 
has been set. Other important roles will be 
handled by Leon White, Otto Lederer, Rosa 
Rosanova, John George through the courtesy 
of Rex Ingram) Ynez Seabury and William 

The summer palace of the late Czar 
Nicholas II, with its avenue of fountains, and 
a Russian street scene, with thatched roofs, 
domes and all the appropriate decorations are 
being constructed. The story treats of Russia 
prior too and after the revolution and brings 
into strong contrast the sumptuous court life 
and the poverty of the majority. 

December J, 1923 

Page 21 

Up an 


Film to Have Pre-release Run of Three 
Weeks at Boston Fenway 

ON the heels of the announcement that the 
Stanley Circuit in Pennsylvania and New 
Jersey have been booked solid for the five 
reel feature "Bill," Edwin Miles Fadman, 
president of the Red Seal Pictures Corpora- 
tion, 1600 Broadway, which is releasing 
"Bill" throughout the country, announces that 
the Loew Circuit has booked this feature solid 
for everyone of its vaudeville and moving 
picture houses. 

Two days after the Loew Circuit booking 
had been consummated, Famous Players 
closed a deal with ,Mr. Fadman whereby they 
open "Bill" for a pre-release run of three 
weeks at their new Boston Theatre, the Fen- 
vray Theatre. "Bill" will open simultane- 
ously at the Stanley Theatre, Philadelphia, 
and at the Fenway Theatre, Boston, begin- 
ning Thanksgiving week. 

After viewing the feature, both the Loew 
executive officials and the Famous Players 
Theatre Department were unanimous in their 
praise of it. This is the Red Seal picture 
which recently created much comment at its 
run at the Rialto Theatre on Broadway. 

Trade papers, dailies, public and exhibitors 
were generous in their praise of the novelty 

The exchange of Harold Rodner, 1600 
Broadway, is handling "Bill" for the terri- 
tory of Metropolitan New York and North- 
ern New Jersey. 


From the London office of Hepworth comes 
word that three of Hepworth's one-reel nov- 
elty subjects received a "command" for spe- 
cial screening before royalty at Balmoral 
Castle, on September 19th. The subjects 
screened were: "Peeps Into Puzzleland," 
"Do You Remember" and "A Rubberneck 
in London." Last year Cecil M. Hepworth's 
production of "Through Three Reigns" re- 
ceived a "command" performance from Bal- 
moral Castle for a screening before King 
George, Queen Alexandria, the Prince of 
Wales, and the other members of the royal 


In "Uncensored Movies," the new two-reel 
comedy featuring Will Rogers, which will be 
released by Pathe December 9, the screen 
comedian goes in for a new line of screen 
entertainment. He introduces here the type of 
entertainment for which he was so popular 
on the stage — namely, the impersonation of 
celebrated screen personages. He caricatures 
Bill Hart, Tom Mix, Rudolph Valentino, De 
Mille, Griffith and Doug Fairbanks in their 
respective fields. 


The Star Theatre, Austin, Minn., has been 
added to the list of houses who have made ar- 
rangements to play the entire Metro 1923-4 
schedule of big productions. 

Raymon Brothers, managers of the house, 
opened the Metro season this week with "The 
French Doll" as the first presentation. 

The Star Theatre has housed nearly all 
the big productions of the past and they have 
now on their schedule "Scaramouche," "Long 
Live the King," as well as coming pictures 
featuring Mae Murray, Viola Dana, Fred 
Niblo, etc. 

Down Main 


The "Our Gang" comedies produced by Hal 
Roach came in for an unusual citation this 
week in the way of an exclusive first run 
booking by the Famous Players for their 
new Paramount demonstration theatre in 
Boston, the Fenway. The contract involves 
four of the "Our Gang" series beginning with 
"Derby Day" which was released by Pathe 
November 18. 

S. Barrett McCormick has been appointed 
manager of the Fenway and the inclusion of 
the "Our Gang" pictures by Mr. McCormick, 
is hailed by the Pathe officials as a distinctive 
mark of approval. 

Baby Peggy has vamped Carl Laemm'.e, Universal 
President. Here she is perched on his knee watch- 
ing the screening of her first feature picture, "The 

Darling of New York." 


Louis Hyman, head of All Star Feature 
Distributors of Los Angeles and San Fran- 
cisco, has completed arrangements for the 
rights to the entire C. B. C. product for the 

The contract gives All Star the handling 
in California, Arizona, Nevada and the 
Hawaiian Islands of the series of features 
on the C. B. C. program this year. This 
includes "Yesterday's Wife," "Forgive and 
Forget," "The Marriage Market," "Inno- 
cence," "Traffic in Heart's," "Discontented 
Husbands," "Pal O' Mine" and the special 
production which the company is distributing 
for Leon Rice's Mission Film Corporation, 
"The Barefoot Boy." 


"The Eternal City," a First National re- 
lease, had its world premiere at the Regent 
Theatre, Paterson, N. J. Charles Dooley, 
manager of the theatre, stated that due to 
the advance interest in the picture the house 
was filled to overflowing and the attendance 
was greater than any in the history of the 



Educators Encourage Children to See 
Dickens Classic in Pictures 

WHAT was intended in the beginning to 
be a one week's run on Broadway of 
Associated Exhibitor's "David Copperfield" 
developed into a two weeks engagement. Then 
during the second week the crowds continued 
so large and were so enthusiastic that the 
picture was held over a third week. 

So strong was the indorsement of school 
teachers, and their insistence that pupils should 
see the presentation, that the B. S. Moss 
issued special tickets admitting high school 
students at half price, all matinees but Fri- 
day and Saturday. 

Besides, reports to Associated Exhibitor's 
home offices, tell of enthusiastic receptions 
of the picture in all parts of the country. 

The Cameo Theatre, one of New York's 
leading houses, has been playing the feature 
for two weeks and has announced a third 
week's showing. This cordial reception is 
somewhat of a surprise since "David Copper- 
field" opened at the Moss theatre without 
any advance billing or pre-release heralding. 
The picture was obviously won over on its 
own merits, the daily critics and patrons of 
the Cameo having stamped the picture a de- 
cided "hit." 

This praise has undeniably done much to 
make the picture a favorite and at every per- 
formance since its opening the film has played 
to capacity houses. This gives fair indica- 
tion that the picture carries merit which will 
win for it every place it goes. 

Buddy Martin who plays the part of Little 
David infuses the part with such charm that 
his acting has merited special attention from 
the critics. 


"Name the Man" and "Reno," proclaimed 
by Goldwyn to be its greatest productions of 
the year, if not in the history of the cor- 
poration, are scheduled for early release and 
will have their premieres in San Francisco. 

"Reno" is a story dealing with the evils 
that result from the variety of divorce laws 
in the several states. The scenario has been 
written by Rupert Hughes, author of "Souls 
for Sale." 

Both productions are the first Victor Sea- 
strom pictures to be made in this country and 
besides the fine stories, include notable casts. 


"Ponjola" the screen version of Cynthia 
Stockley's novel has been booked for a sec- 
ond run of a week just one month after its 
first appearance. After opening at Loew's 
State in Los Angeles the picture was brought 
back to the Alhambra to satisfy the public 
demand for its re-appearance. 

This is the picture in which Anna Q. 
Nilsson takes the part of a man. It has met 
with a hearty reception wherever it has played 
so far and is now entertaining large crowds 
at the Strand, in New York. 


The New York Evening Journal has started 
to publish Gertrude Atherton's "Black Oxen" 
in serial form. First National announced 
three weeks ago that two hundred and thirty 
newspapers would carry the serialization with 
a credit line above each installment announc- 
ing the forthcoming film, but since that date 
seventy additional papers have signed con- 
tracts to publish the novel. 

Page 22 

Exhibitors Trade Review 

Just park your tired eyes this way. We'll wager the 
old optics will brighten up. Edith Johnson, co-fea- 
tured with William Duncan in "The Fast Express," 
has brightened many an eye that followed her sinu- 
ous movements on the screen. 


Picture Wins Praise of Dramatic 
Critics in Los Angeles 

"The Extra Girl," an Associated Exhibi- 
tors picture, is meeting with phenomenal 
success in Los Angeles. It has just com- 
pleted an eight weeks run at the Mission 
Theatre where it played to capacity crowds 
all the time. Several of the Los Angeles 
papers in their dramatic columns, gave the 
picture elaborate praise. The Los Angeles 
Herald said a few days ago, "The current 
engagement of 'The Extra Girl' with 
Mabel Normand, now playing at the Mis- 
sion, has proved so successful it has been 
found necessary to set the original date for 
the world premiere of 'The Acquittal' for 
a later date. It was scheduled to open last 

The Express said, "On Monday 'The 
Extra Girl' enters its eighth week at the 
Mission. Mabel has captivated audiences 
with her whimsical portrayal of a movie- 
struck girl." 


Will Not Economize on Production 
Cost at Sacrifice of Good Films 

Mack Sennett, in a dispatch from the 
West Coast, states in no uncertain terms 
that although there is more than due jus- 
tification for the production economy wave 
which is sweeping over the country, he 
will continue to expend as much as he feels 
is necessary "to unfold a good story, with 
a good cast, ably directed, amid beautiful 
surroundings and proper atmosphere, with 
attractive though not necessarily preten- 
tious sets." 

Mr. Sennett feels that with the big suc- 
cess of his features starring Mabel Nor- 
mand and the increased popularity attend- 
ing the release of each Ben Turpin comedj^ 
special and Mack Sennett comedy, he is 
justified in taking this staad. - 

He emphasizes, however, that he be- 
lieves with the others that expenses should 
be curbed as far as wasteful extravagance 
is concerned. While it will be his policy 
to spend whatever he feels is required for 
a finished production he will keep a watch- 
ful eye on the expense account and not 
permit lavish sums to be spent to no avail. 


Charles Ray Registers Enthusiasm 
When He Speaks to Radio Fans 

One of the most far reaching exploita- 
tion stunts anyone could hope for was ac- 
complished for Associated Exhibitor's 
"The Courtship of Myles Standish" the 
other evening when Charles Ray spoke of 
the picture to a probable one million audi- 
ence, by means of the radio. In glowing 
terms he sang the praises of the picture, 
its American setting, its fine subject mat- 
ter, and its value as a romantic story. 

Just at this time the picture has un- 
deniably great box office value since the 
story incorporates as one of its features the 
celeljration of the first Thanksgiving. Be- 
cause of this fact there are many who are 
anxious to show it just at this time, and 
those who have been successful in booking 
it, the President Theatre in Washington 
and others, are smiling over their good 

At the same time there are other mana- 
gers who are making other plans for show- 
ing of the picture. R. J. Simmett of the 
Capitol Theatre, Dallas, Tex., has booked 
the film for Christmas and New Year's 
week believing this to be his best bet for 
that time. 

The stamp of approval on the picture by 
the Los Angeles Board of Education which 
has, for the first time, permitted a posting 
of notices of a picture on the school 
boards, will be of great value to Los An- 
geles managers. In fact, Grauman's Mil- 
lion Dollar Theatre is already cashing in 
on the idea by staging a special Saturday 
morning _ performance at reduced prices. 

The picture is of particular interest to 
children from the fifth to the eigth prpr^c 
since it is during these years that "The 
Courtship of Myles Standish" is studied 
in the schools. 

Despite the rags, Peggy Cartwright is a little lady 
of quality when she appears with Virginia Valli in 
the Universal Jewel, Hobart Henley production, "A 
Lady of Quality." 

Anders Randolph here demonstrates one of the ways 
men love. Tlie harassed stenographer is Mildred 
Harris. From Elliott Dexter's first starring vehicle 
for Grand-Asher, "The Way Men Love." 

Current First Run Programs 


Mark Strand — Overture, "Syncopated 
Classic," Topical Review, Comedy, "Pay 
Day," Feature, "A Woman of Paris." 


New — Overture, (not mentioned), Pathe 
News, Travelogue, Feature, "Long Live the 

RivoLi — Overture, (nof mentioned), Rivoli 
News, Aesop Fable Cartoon, Comedy, "Heavy 
Seas," Feature, "Ponjola." 

Century — Overture, "Cavalleria Rusti- 
cana," Topical Review and Magazine, Fea- 
ture, "Pleasure Mad." 


WooDLAWN — Overture, "Selections from 
Past," Pathe News, Aesop Fable, Feature, 
"The Spanish Dancer." 

McViCKERS — Overture, Lieberstraum and 
2nd Polonaise," Fun from the Press, Fea- 
ture, "His Children's Children." 

Chicago — Overture, "Musical Notions/' 
Weekly Digest, Comedy, "Heads Up," Fea- 
ture, "The Green Goddess." 

TivoLi — Overture, "Novelty Overture," 
Weekly Digest, Comedy, "High Life," Fea- 
ture, "Jealous Husbands." 

Riviera — Overture, "Oberon," Weekly Di- 
gest, Comedy, "High Life," Feature, "Jealous 


Metropolitan — Overture, "Stradella," "The 
Crags of the Barons," Pathe Color and Fun 
From the Press, Comedy, "Join the Circus," 
"Feature, "Marriage Morals." 


Loew's State — Selected Overture, Pictorial 
News, Felix the Cat Cartoon, Feature, "The 
Dangerous Maid." 


Eastman — Overture, "The Flying Dutch- 
man," Current Events, Our Gang Comedy, 
"No Noise," Feature, "The Bad Man." 


Capitol — Overture, (not mentioned). Di- 
gest and News, Comedy, "It's a Gift," Urban 
Movie Chats, Feature, "Long Live the King." 

December 1, 1923 

Page 25 


'Under the Red Robe' 

Premiere Presentation by the Cosmopolitan 
Corporation at the Cosmopolitan Theatre, 
Columbus Circle, New York City. Adapted 
by Bayard Veiller from Stanley Wey- 
rnan's Famous Classic. Directed by Alan 
Crosland. Settings by Joseph Urban. 
Musical Score by William Frederick Peters. 
Photography by Harold Wenstrom and 
Gilbert Warrenton. Presented with Spe- 
cial Overture Written and Conducted by 
Victor Herbert. 


Gil de Berault John Charles Thomas 

Cardinal Richelieu Robert E. Mantell 

Renee Alma Rubens 

Father Joseph Sydney Herbert 

Duke of Orleans William H. Powell 

Buchess of Chevreuse , Genevieve Hamper 

King Louis XIII Ian MacLaren 

Anne of Austria Mary MacLaren 

Marie de Medici Rose Coghlan 

De Cocheforet Otto Kruger 

Clon Gustav von Seyffertitz 

By Eddy Eckels 

YES, it is another picture of revolutionary 
days — in France. Another costume-pe- 
riod play of laces and graces. Another story 
• f royal politics and rural rebellions. 

But, wonder of wonders — "Under the Red 
Robe" is a real showman's picture! 

At last you get a really great production 
with an honest-to-John box-office value, 
which packs a heap of profit possibilities for 
the small town movie and the Main Street 
palace alike. 

First, Cosmopolitan picked a winner in 
the story. The tale of Richelieu, the Car- 
dinal who ruled the French while Louis the 
thirteenth wore the crown. 

Then the producers did themselves proud 
by selecting a cast that seemingly might have 
been the universal choice of Stanley Weyman, 
the author, and all the photoplay critics of 
the nation. With the world to choose from ! 

At this point, Mr. Hearst must have said: 
"Now then, go ahead — do a good job . . . 
and stick to it until you have done it." And 
they did. 

What's more W. R. H. was proud enough 
to admit it and had it copyrighted in his own 
name. Knowing full well that the pro. 
duction is bound to go down in screen his- 
tory as a gem of research realism, a classic 
of lovable literature, and a material money- 
making spectacle — because it is not "over 
their heads." 

Cosmopolitan Productions deserve your 
fullest booking support on this picture and 
accordingly will get it. And you, in turn, 
will be casting your vote for more of their 
really worth while "Greater Movies." 

Note the cast. That's the first box-office 
slant on the "Red Robe". If there were 
nothing but those names and the title of the 
picture you would have enough. 

It's too bad they are not all in their youth. 
They would face brilliant futures for their 
"Red Robe" portrayals. Mantell and Rose 
Coghlan ! Seyffertitz, too. 

As a matter of fact, the picture "makes" 
John Charles Thomas. With his devil-may- 
care personality he slashes his way through 
the story with Ijis sword of heroism to the 
pinnacle of popular favor. 

His role is "a man's man" and he lives it ! 

Further prestige is added to the name of 
Robert B. Mantell as a character artist — if 
such is possible — for, "with his heart of fire 
and brain of ice," Richelieu is withal your 
priest and yotir idea of a leader. 

Always a player of charm. Alma Rubens 
^ eclipses all former efforts and is revealed 
as a delightful cameo in a swarming box 
up of gems and pearls. 

In truth, honors are really difficult to award, 

there are so many. In passing, however, it 
might well be added that the production 
would easily have stamped the director, Alan 
Crosland, a genius, were it not for his almost 
pitiful attempt at — comedy ! 

The elimination of all those attempts would 
erase the one slight blotch on the escutcheon. 
And not a scene would be missed. 

There are plenty without them to magni- 
ficently entertain Mr. and Mrs. Public and 
the whole American Family. 

Old and young folks alike will revel in 
the romance and realism. Business men and 
youth, women and marriageable maiden, will 
all equally enjoy the great simplicity treat- 
ment of the spectacle situations, spectacle 
thrills, and spectacle settings and gowns. 

And the kiddies? To them, a great big 
story book of sensation, which is extra-great 
for their indulgence because it teaches tol- 
erance and carries a delightfully sugar-coated 
moral of fair play. 

Exploitation possibilities are glaringly plen- 
tiful. Art stores, gown establishments, li- 
braries, schools, churches, clubs, beauty shops 
■ — book — music — clothing — department — and 
what-you-may-call-'em stores are all on the 
list of link-ups for your advertising and pub- 

Yes, it is truly a showman's picture — ^be- 
cause it stands to make you money. And 
it won't hurt a bit if you double the number 
of days you are planning to "set it in" for 
everyone who sees it will talk and pass it on 
and want to come back! 


First National Photoplay. Director John S^ 
Robertson. Scenario by Josephine Lovett. 
Length, 6,560 Feet. 


Julian McCuUough Richard Barthelmess 

Lynnie Willis Dorothy Mackaill 

Mr. McCuUough Joe King 

Mrs. McCuUough Dorothy Cumming 

Peter Straksi Bradley Barker 

Paula Elsie Lawson 

Mr. Willis Ivan Simpson 

Mrs. Willis Nellie Parker Spaulding 

Mrs. Jordan Helen Tracey 

Julian McCuUough, a wealthy boy, is anxious to 
marry Lynnie Willis, a poor girl. The parents 
will not give their consent, so Julia decides to hide 
until he is twenty-one. He becomes a taxi driver 
in order to make a living. Mr. McCuUough bribes 
the girl's parents to have her marry some one else. 
She steals away before the wedding, but the man 
she was to marry tries to collect the _ money A 
fight ensues. Julian risks his life trying to save 
his father. Mr. McCuUough reunites Lynnie and 

By Helen V. Swenson 

THIS is a picture that will please all au- 
diences. It has everything in it that the 
people like, an up-to-the-minute story, a beau- 
tiful background, and a popular star. 

Richard Barthelmess has always been a 
fine actor, and is as good if not better than 
ever in this. 

The story has a jazzy background, with 
plenty girls in bathing suits, society plays, 
and gay motor rides. And there are the 
realistic scenes as well, to give the human 

It has plenty of good comedy. The whole 
story is light, with nothing highbrow. Yet 
there is enough plot and good snappy ac- 
tion to keep the interest alive. 

The heart appeal is nicely handled, not 
overdone. There is excitement in the fight 
between the father and the crooks. 

The play is entirely clean, with a little 
dash of sex stuff that will offend no one, and 
love interest that is beautiful. 

Richard Barthelmess plays the part of a 
dashing son of wealthy parents. He dresses 
stylishly, looks handsome, and makes love 
like a Valentino. His characterization of a 

boy just about to enter manhood is perfect. 
The ladies will doubtless want to see him 
again and again. 

The rest of the cast is good. Dorothy 
Mackaill looks pretty, even though she does 
not wear any pretentious gowns. The settings 
in and about the McCuUough Estate are beau- 
tiful. The Willis home is realistic. The 
photography, technique and direction are good. 

It is a snappy, up-to-date, interesting story, 
with a dashing star, who is positively at his 

'White Tiger' 

Universal Photoplay. Author and Director, 
Tod Brozming. Scenario by Charles Ken- 
yon and Tod Browning. Cameraman, Wil- 
liam Fildew. Length, 7,\77 Feet. 


Sylvia Donovan Priscilla Dean 

Dick Longworth Matt Moore 

Roy Donovan 1 Ray Griffith 

Count Donneli j 

Hawkes Wallace Beery 

"Count Donneli," Sylvia and Roy Donovan, int>3r- 
national crooks, visit America, Sylvia is Roy's 
brother, but neither is aware of their relationship. 
They rob Van Deusen's home of a valuable neck- 
lace and go to the north woods. They are trailed 
by Dick Longworth, a detective in the guise of a 
young society man. Urged by Donneli, the girl 
stabs Roy. She learns that he is her brother. Don- 
neli escapes but dies. Roy recovers. Sylvia mar- 
ries .Longworth. 

By George T. Pardy 

AVERY entertaining and unusual crook 
melodrama! Its strength of appeal lies 
principally in well maintained suspense, due 
to the queer twists given the plot, by means 
of which the spectator is kept guessing as 
to just what is coming next and gets a sur- 
prise jolt at the finish. Add to this, timely 
shots of humor which flash through the niys- 
tery veil like rockets and you have a fea- 
ture which promises mighty good box-office 
results. It can easily be exploited as some- 
thing altogether out of the ordinary run of 
films, touching both extremes of society, from 
slums to the Upper Ten, with the names of 
Priscilla Dean, Matt Moore, Ray Griffith and 
Wallace Beery played up prominently. _ 

Director Tod Browning has "done himself 
proud" in his dual capacity of author and 
director. The tale begins on London's East 
Side, when stool pigeon Hawkes double- 
crosses his pal, who is killed, takes charge 
of the latter's little girl and develops her 
into a clever pickpocket. After a leap of 
twenty years, we see the girl and her brother, 
unaware of their relationship, following the 
criminal trail under the guidance of Hawkes, 
now "Count" Donneli. Then come the Amer- 
ican complications, with the brother operat- 
ing under cover of an automatic chessman 
player, a really novel bit of stuff which makes 
a tremendous hit. 

Another item in which "White Tiger" dif- 
fers from most pictures dealing with es- 
capades of under world inhabitants is that 
it gets clean away from the entirely mistaken 
idea of "honor among thieves," generally set 
forth by films built around the exploits of 
light-fingered gentry. 

Wallace Beery, dressed up "fit to kill" in 
silk topper and all its glad rags accompani- 
ments.plays the part of Donneli with lots of 
spirit and force, getting plenty of fun out 
of the humorous situations. He is loyally 
backed by Messrs. Matt Moore and Ray 
Griffith in their respective roles of the hero 
detective and the heroine's brother, while 
Priscilla Dean wins instant and lasting favor 
by her fine work in the part of Sylvia Dono- 

There is a wealth of good photography in 
evidence, excellent close-ups, handsome in- 
teriors, skillful long shots and perfect light- 
ing effects over all. 

Page 26 

Exhibitors Trade Review 



Rupert Hughes Original Story, Adapted and 
Presented by the Author. Presented by 
Goldwyn Pictures Corporation. Edited by 
June Mathis. Settings by Cedric 'Gibbons. 
Photographed by John Mescal!. 


Mrs. Emily Dysart Tappan Helene Chadwick 

Roy Tappan Lew Cody 

Walter Heath George Walsh 

Mrs. Dora Carson Tappan Carmel Myers 

Mrs. Kate Norton Tappan Hedda Hopper 

Miss Alida Kane Dale Fuller 

Yvette Kathleen Key 

Jerry Dysart Rush Hughes 

Marjory Towne Marjorie Bonner 

Roy Tappan, a clubman tires of his wife and chil- 
dren, rushes to Reno and g'ets the necessary divorce. 
He marries again the same day. Financial difficulties 
necessitates his calling for help from his rich aunt. 
She refuses unless she gets his two children bac'v 
from his former wife. To get the money he steals 
his own kiddies and hurries South because it has 
been disclosed that the divorce laws of Nevada do 
not free him in New York. Meanwhile his forme- 
wife, ignorant of the law, remarries and she, too, 
finds she really isn't married after all. The chase 
for the children takes all the principals to South 
Carolina where they face more peculiar law. Finally 
they all reach the Yellowstone Park where federal 
law recognizes all state laws. The two so-called hus- 
bands meet and battle it out. The fight takes place 
on the crater mouth of the giant geyser and the first 
husband falls to his death. The tangle is thus 
cleared by fate and the children are returned to the 

By Eddie Eckels 

RENO has reached New York! If's a 
canned fact. I just saw it. And what a 
picture ! 

If you'll follow my hunch you'll get out 
your own little hall-of-fame note book right 
now and inscribe the name of Rupert Hughes 
— and of Goldwyn — and of the "big four" 
that head Reno's remarkable cast. 

I honestly believe it is the greatest show- 
manship picture ever created. 

Greatest because it has everything a picture 
can have. Greatest because it was made ac- 
cording to exhibitor specifications. 

If Fate or the Film Business should re- 
claim me as a theatre manager tomorrow — 
in any theatre regardless of size, location or 
population of its draw — the first feature I 
should attempt to book would be "Reno." 

Because the trick of making money with 
it is so doggone simple that it might justly 
be called a lazy man's job. 

The four simple letters of that title alone 
fairly reek with exploitation shrieks. It is a 
title worth a cool million to you fellows and 

Then add the 57 other different varieties 
of possibilities and you eliminate comparison 
with even the spectacle and the super picture. 

Yes, I can truly say that all roads lead 
to "Reno" for the alert showman. 

In this day and age of old High Cost sit- 
ting on the golden seat exhibitors naturally 
want the most or best for the least money. 

In that vein the biggest thing I can say 
about Rupert Hughes' "Reno" is that you 
can't ask for anything it hasn't got ! 

You really cannot question the publicity 
ammunition being anything short of show- 
manship T. N. T. But, of course, you are 
wise in asking. 

"Is the story really there'?" And I'll an- 
swer, for the good old American audiences, 
it is there 48 different ways for the 48 dif- 
ferent states of the Union. 

If you doubt that look up Uncle Sam's 
4 dozen different styles of divorce laws. 
Then look at "Reno" on the screen. And 
then look around and see if you can count 
10 of your friends whom you really know 
are legally married. 

Originality? All the way! A battle to 
death on the crater mouth of a boiling 
geyser will make even you hardened show 
vets thrill "to the teeth." 

Ask for anything you want. It's there. 

Emotions — gripping, heart-ache, mother-love 
emotions ! Laughs — surprise, wholesome, 
reason-born laughs ! 

Fights and original chases for the lovers 
of thrills. Gowns — the last word — for the 
women. The cleverest juvenile stuff of the 
season for the kids. 

And, for everybody — the great and power- 
ful thought : It is high time our law makers 
quit making roustabouts of thousands of inno- 
cent children. And quit making mistresses 
of hundreds of innocent women. 

The most sincere tip I can pass you ex- 
hibitors on "Reno" is to not only set it in 
but set it in early. It's just one of those 
pictures that's absolutely sure-fire whether 
you push it or not. 

But if you do give it the average quota 
of showmanship you'll be able to get a heap 
siglit chummier with your banker. 

And if you actually get behind "Reno" 
with all the power and persuasive action of 
printer's ink and general campaign work you 
can start planning now the erection of a 
bigger theatre to take care of more "Reno's." 

More such consistent and sensibly priced 
productions. More pictures built according 
to showman specifications. Vote for that 
type _ while you have the opportunity — by 
booking it. 

I only wish that I were an exhibitor again 
— that I might have that opportunity. 


Fir.<;t National Photoplay. Author. Cynthia 
Sf^rklcy. Director, Donald Crisp. llcnqth 
6500 Feet. 


nr-mond Anna Q. Nilsson 

T "nd\ Druro James K^rkwrond 

r-unt Blauhimel Tully Marshall 

Mrs. Hone Claire M'-Howp" 

Luff Bernard Randall 

Mrs. Gav Lyplatt Ruth Clifford 

I-vdhia Luff C'aire D uBrey 

Conrad Lyplatt Joseph Kilgour 

Renden.M desperate by a false murder accusation in- ner Husband's death, the ('.'•miteJ.s Tvrp. 
ca.stle is saved from suicide bv f.undi T)ni-o. Dis- 
guised as a man she accompanies him to South Africa. 
Druro's fiancee proves false, he becomes a drunkard, 
but the girl posing as Desmond, wins him back to 
•manhood. During a fight between Drum and his 
partner, Lyplatt, the latter falls and is fatally in- 
jured. Desmond is accused of the k'1li"£r. tr:pri ,-,c- 
qiiitted, her real sex is disclosed and she finds hap- 
piness with Druro. 

By Gforop T. Pardv 

TT looks as though First National has a 
real moneymaker here. It is the sort of 
picture likelv to appeal to all classes of pa- 
trons, an attraction suited to the needs of 
big and little theatres. The novel from which 
the plot is adapted belongs in the best-seller 
list, and arrangements with book stores as 
to marketinqr the story in conjunction with 
the film ought to prove a fruitful exploitation 
fipld. The prpularity of the star, Anna Q. 
Nils.son. strength of her .sunporting cast and 
d'-amatic vieor of the tale should help out 
the advertising campaign considerably. 

The picture hit.s its stride right in the 
opening stages with a very effective bit of 
melodrama, when the disclosure of her hus- 
band's evil nast, his sudden death and that 
of his assailant, throws a shadow over the 
life of the newly-wedded Countess Tyrecastle 
and forces her to attempt suicide by drown- 
ins". It isn't often that a film starts off with 
such a dvnamic burst of action and manages 
to maintain the oare without slackening to its 
close, but in this respect "Ponjola" makes a 
100 percent score. 

Partirularlv effective are the excellent 
Soiith African settinars, which supply extra- 
ordinarily fine atmospheric coloring, beauti- 
ful exteriors abound and both long shots and 
close-ups stand forth as perfect examples of 
camera technique. 

Director Donald Crisp has done a neat 
workmanlike job. The continuity of the plot 
is well maintained, despite its numerous com- 
plications and unexpected twists. Suspense 
runs high, and the melodramatic sweep of 
events never loses force or consistency and 
the love romance is sympathetically handled. 

A male role is perhaps the most difficult 
thing an actress can be called upon to inter- 
pret, and in this connection Anna Q. Nilsson's 
portrayal of the supposed Desmond must be 
credited as an unusually realistic and con- 
vincing bit of character work. She plays the 
part with splendid spirit and emotional power 
and is ably seconded by James Kirkwood, as 
Lundi Druro. 

The performances of Tully Marshall, Jo- 
seph Kilgour and Ruth Clifford deserve 
hearty commendation, and well balanced sup- 
port is given the principals by other mem- 
bers of the cast. 

"Ponjola" should "go over" big. It pos- 
sesses "punch." human interest, sympathetic 
lure and sustained fast action, a combination 
of entertaining qualities which can scarcely 
fail to bring golden box office results wherc- 
ever the film is shown. 

'The Mask of Lopez' 

Monogram Production. Director Albert 
Ronell. Story bv Marion Jackson. Length, 
5,000 Fccf. 


Tack O'Neill Fred Thomson 

R chard O Neill Wilfred Lucas 

Angel Face Harry David Kirby 

Do'^is Hampton Hazel Keener 

Steve Gore Frank Hagney 

Lopez George Magrill 

The Matron Dot Farley 

Shorty Pee Wee Holmes 

Dick Bob Reeves 

The Mexican Dick Sutherland 

Silver King By Himse'f 

Jack O'Neil, brother to the prison warden, per- 
suades the latter to let him pose as an ex-convict 
that he may qualify to work on the ranch run by 
Doris Hampton, who gives work to ex-convicts, thus 
k eping up the mission of her dead father. Jack 
joins the gang, discovers that the cattle thief Lopez 
and the foreman of the ranch are one, explaining 
loss of cattle at the ranch. He trails Lopez to his 
dive, is captured when about to be shot, gets free, 
puts on a mask and changes place with Lopez. Thiis 
disguised he orders the bandit shot. The trick is 
discovered and Jack is about to die when ranchmen 
.ind the girl arrive. End shows Jack and Doris de- 
claring love. 

By Elizabeth Burt 

THE MASK OF LOPEZ" is a western 
picture and as such is a success because 
it will please both men and women. For it 
contains an appealing love story which 
brings out with vivid force the well-placed 
faith of a woman who has every reason to 

Of course this picture is filled with plenty 
of mystery, mad chases over mountains and 
around corners, and gimplay, but not too much 
of the latter. 

As a business proposition to the exhibitor 
it should be well worth while bef-ause the 
story has a twist which is original. For 
instance, the hero posing as an ex-convict 
to get into the ranch of the girl he loves, 
the trapping of Lopez who is really the fore- 
man of the ranch, and then at a moment 
when Lopez is about to have him shot get- 
tina: free and making Lopez change places 
with him and die in his stead are situations 
a bit away from the usual and yet supply 
climax after climax that thrill and please. 

Fred Thomson as Jack O'Neill and Hazel 
Keener as Doris, both give convincing in- 
terpretations and both do some excellent rid- 
ing. Fred Thomson gives the center of 
stage many times to the ingenious bit of 
horseflesh featured as Silver King, who in 
fact saves the day by leading the gang from 
the ranch to the dive in the mountain where 
Jack is about to die. 

December 1, 1923 

Page 27 


'Flaming Youth' 

First National Photoplay. Director, John 
Francis Dillon. Adapted from the Novel 
by Warner Fabian. Scenario by Harry O. 
Hoyt. Length, 8,434 Feet. 


Patricia Fentriss Colleen Moore 

Cary Scott Milton Sills 

Doctor Bobs Elliott Dexter 

Dee Fentriss Sylvia Breamer 

Mona Fentriss Myrtle Stedman 

Connie Fentriss Betty Francisco 

Ralph Fentriss Phillips Smalley 

Jamieson James Walter McGrail 

Monty Standiah Ben Lyon 

Fred Browning George Barraud 

Warren Graves John Patrick 

Leo Stenak Gene Carrado 

Anne Gertrude Astor 

Sidney Rathbone Michael Dark 

Patricia Fentriss, the flapper daughter of a wealthy 
man, is in love with Cary Scott, a former lover of 
her mother's. She refuses to marry him, because she 
believes marriage is the death of all love. At a 
yachting party, given by a profligate violinist, she 
faces real evil. Her better self asserts itself. She 
jumps into the river. A sailor rescues her, and 
^he returns to Scott. 

By Helen V. Swenson 

FLAMING YOUTH" is a jazz picture 
with a story. It is a picture with a tre- 
mendous cast. Colleen Moore, Milton Sills, 
Elliott Dexter, and Myrtle Stedman, are a 
few of them. It is a picture that has but 
one thing in mind — the box-office. 

Perhaps college professors will call it 
trashy. But the people who should be pleased, 
those who pack the movie houses every night. 
They are going to go crazy about it. 

Because it flames with youth. It burns with 
love, and it scintillates with interest. 

It is like a drink of champagne. It opens 
up a new, sparkling world. Alive with beau- 
tiful women, handsome men, and homes so 
luxurious that they are like palaces. 

Sunday School teachers may find fault 
with it by saying that Colleen Moore is 
too much of a "necker," too easy to hug, too 
anxious to be kissed. But they will not be 
able to put their finger on one scene which 
they can criticize. That is how skillfully it 
has been handled. 

Jazz is the keynote. Movement and color 
dominate the feature. But the story does 
not suffer. Those who have read the book 
know that it is an up-to-the-minute plot. A 
story of a young flapper who is just begin- 
ning to taste of the "poisoned honey of ex- 

She drinks too deeply. She singes her 
wings a trifle. But the real girl is always 

It may seem strange, but there is a great 
deal of drama in it. Intense, heart-gripping 
drama. And it is real. It shows the life of 
the flapper of today. Beset by temptations. 
Disillusioned on every side by the example of 
her mother and her old sisters. Unchecked 
in her mad chase after life and love. 

It teaches a lesson. A lesson which every- 
one would do well to heed. But the lesson 
is administered in a sugar-coated pill of 
laughter, gayety and jazz. 

Colleen Moore will without doubt become 
one of the leading stars of the day as a re- 
sult of this picture. She is vivacious, light 
hearted, gay. She is the young flapper to 
the very tin of her bobbed head. 

Milton Sills, Elliott Dexter and Myrtle 
Stedman are real people. Not merely screen 
actors. They all have responsible parts. And 
they put into them everything that they've 
got. They are better than ever. 

It is artistic, it is lavish, it is technically 
perfect. But above all, it is a box-office 

Perhaps portions of it could be eliminated. 
Perhaps those who are not accustomed to 
the high life of the young people today will 
not believe it is sincere. 

But whatever the reaction to the plot may 
be, no one can deny that it is darn good. 

'The Virginian' 

B. P. Schnlberg's Presentation. From the 
Novel and Play by Owen Wister and 
Kirke LaShelle. Directed by Tom For- 
man. Adapted by Hope Loring and Louis 
D. Lighton. Length, 8,010 Feet. 


Virginian Kenneth Harlan 

Molly Woods Florence Vidor 

Trampas Russell Simnson 

Steve Pat O'Malley 

Shorty Raymond Hatton 

Judge Henry Milton Ross 

Uncle Hughey Sam Allen 

Spanish Ed Sam Allen 

Fat Drummer Fred Gambol 

The Virginian falls in love with the new school 
ma'am. When he is appomted foreman of Judge 
Henry's ranch and must hang the cattle rustlers 
(among whom is his one-time pal, Steve) she turns 
from him as it seems plain murder to her. Only 
after he is shot by Trampas, the ringleader — and in 
his delirium reveals how heatrbreaking is the task 
of hanging those men, does she see things in his 
light. Even then — when the Virginian announces 
he must 'get his man' — their romance is threatened. 

By Marguerite Brumell 

THE VIRGINIAN" is possibly one of 
the best loved characters ever created by 
fiction and in this photoplay he is presented 
just as he lives in the reader's mind. Ken- 
neth Harlan (who by the way, has played 
"The Virginian" in four different legitimate 
companies) lives the part and makes you love 
this taciturn but kindly, winning man. 

When the producer says he is giving us 
not a Western picture but a picture of the 
West he defines it very well. Not that you 
do not see the West pictured. You do — • 
gloriously ! The cameraman has caught a 
suggestion of vastness that thrills in itself — 
and the woodland scenes where the Virginian 
courts Molly Woods are beautiful in their 

All the players are well cast. Florence 
Vidor is a very realistic Molly Woods, and 
in a charming, natural way she reveals the 
struggle such a woman would experience, re- 
conciling her strict New England training 
with the then wild west — where punishment 
was swift and severe, and hanging the fate 
of any one of a gang caught hustling cattle 
— which to her was not justice but murder. 

Pat O'Malley is excellent as Steve, the 
Virginian's pal. The scenes showing Steve's 
and the Virginian's various encounters are 
handled with much finesse — we can imagine 
how difficult it was to show the deep af- 
fection these two bore each other without 
inserting a lot of tiresome titling, which 
let us add is kept down to the minimum — 
just enough to make the story clear and tell 
of the homely philosophy of the Virginian. 

In one scene the two are out on a lonely 
stretch and Steve complains of the life, 
"with nothing but cows for company" and 
the Virginian asks him whether he would 
care to be like a man he once saw "setting 
rn a high stool all day long, puzzling over 
figures." The half shrug of Steve and the 
look that passes between them shows the 
perfect understanding the two had. 

Raymond Hatton presents a pathetic 
.'^horty — with one interest, to save enouafh to 
discard his harmonica for an accordion — ■ 
and for that reason listens to Trampas' 
schemes. Russell Simpson also plays the 
villainous part of Trampas well, in fact the 
whole cast seem made for their parts. 

Which all means that we liked the picture 
very -much and were not too critical, nor un- 
human, to weep and laugh as the director 
unfolded this engrossing tale conceived by 
Owen Wister, who by the way, assisted in 
the direction. 

Stress Kenneth Harlan's fitness for the part 
in view of the fact that he has plaved "The 
Virginian" many times in stock and promise 
your audience a true interpretation of the 
story, because the author helped direct it. 

'Our Hospitality' 

Joseph M. Schenck Production. Released by 
Metro. Directed by Buster Keaton and 
Jack Blystone. Photographers, Elgin Less- 
ly and Gordon Jennings. Art director, 
Fred Gabouri. Length 6220 feet. 

William McKay Buster Keaton 

Virginia Canfield Natalie Talmadge 

The Baby Buster Keaton, Jr. 

Lem Doolittle, Engineer Joseph Keaton 

Aunt Mary Kitty Bradbury 

Joseph Canfield Joseph Roberts 

James Canfield Leonard Clapham 

Lee Canfield Craig Ward 

Clayton Canfield Ralph Bushman 

John McKay Edward Coxen 

Rev. Benjamin Dorsey Monte Collins 

Mrs. McKay 5^^^ Dumas 

Sam Gardner, Conductor James Duffy 

William McKay in the year 1830 returns to his 
birthplace in order to dispose of his father's estate. 
On the trip he meets the daughter of the Can- 
fields, with whom the McKays have always been in 
a deadly feud. Complications arise through their 
ignorance of each other's identity. She invites htm 
_....iie. and the male members of the family are 
only restrained from killing him because he is their 
guest. When he leaves Virginia follows to keep him 

m danger, but fil's into the rapids. She is res- 
cued by William, the feud is forgotten, and they 

By Helen V. Swenson 

IN addition to being one of the most 
humorous pictures ever produced, "Our 
Hospitality" is so satisfying from the 
standpoint of artistry, plot, suspense, 
thrills and side-splitting comedy as to give 
promise of being one of the season's best 

Its outstanding feature is its humor, al- 
though no slapstick, hokum, or gags are 
used. The comedy is based on the solid 
foundation of a good story which moves 
steadily forward, and presents situation 
after situation, which keep the audience in 
uproarious laughter. 

Yet despite the fact that the humor is 
so overwhelming as to exclude all thoughts 
of technique, the picture has all the at- 
tributes which go to make a first-class 

It is artistic. The scenes both exterior 
and interior are exceptionally good, and 
the photography for the most part excel- 

The heart interest is keen during the 
opening scenes which show the tragic 
death of McKay's father and the basis of 
the feud. 

The suspense is so well handled as to 
make the audience eagerly wonder as to 
the outcome. And there are thrills, which 
keep them gasping one minute and hold- 
ing their sides with laugher of the next. 

There is delicate burlesque of the period 
of 1830 when Broadway and Forty-second 
street was ■ a cow pasture, when watches 
were wound like cofifee grinders, and when 
the "outbound limited" was so slow that 
a dog had to slacken his pace to remain 
with it. 

Buster Keaton as William McKay 
handles the part excellently in his unique 
serio-comic way, and adds another very 
notent reason for his widespread popu- 

Buster Keaton, Jr.. was the most inter- 
esting of the remainder of the cast, al- 
though Natalie Talmadge as Virginia 
Canfield and all of the others were good. 

To exploit this picture will be easy. The 
name of the star will bring everybody in. 
He is better than ever. 

But in addition to that, get out all the 
old fashioned bicycles, blunderbusses and 
watches you can. 

Use old fashioned costumes. Find old 
fashioned pictures. Anything that will 
bring a laugh. 

Page 28 Exhibitors Trade Review 

M[ The 'Big Little Feature ifl 

'Short' Feasts for the 
Thanks Day 

'T'AKE your Thanksgiving program signifi- 
cant of the occasion. The feature pic- 
tures are not the only ones to consider either. 
There are several "big little feaures" re- 
leased at this time for just that purpose. 
There's Will Rogers' "Jus' Passin' Through," 
in which there's an actual Thanksgiving Day 
feast and the setting serves for a background 
of some of Rogers' funniest gags in the pic- 
ture, in which he plays a tramp role and 
again and again his attempts to get a meal 
are defeated. 

Pathe's other subject that lends itself to the 
•ccasion is "Jamestown" the second of the 
"Chronicles of America" series, released on 
November 4th. The historic romance of 
Pocahontas and John Rolfe is embodied in 
this four-reel production. Here is all the 
spirit and atmosphere associated with the 
feriod when the Pilgrim Fathers laid their 
first Thanksgiving spread. 

'Fan Magazine of the Screen'^ — C. B. C. 

Movie Favorites at home Issue No. 5 

These series will find favor all over the 
country. The young idol worshipper, the 
regular fan and the dignified fathers and 
mothers of the family will all be interested 
to see the players in their away-from-work 
moods. In this issue bright scenes of Bryant 
Washburn, Lionel Belmore, Billie Dove, Ed- 
ward Everett Horton, are shown. Jackie 
Coogan is seen racing in a tiny automobile 
with Eddie Hearns. James Abbe, Betty 
Blythe, Patsy Ruth Miller, Lenore Ulric, 
Snooky, Priscilla Dean Wheeler Oakman, 
Eddie Lyons and Robert Frazier are also 
seen in various amusing stunts and play 
moods. Last but not least there is the 
world's little sweetheart, Mary Pickford. 
This idea has been worked before with great 
success. Young and old, they all respond. 
It's worth j'our while to book this and be 
sure to let your audience know about it. Ad- 
vertise it ! 

'Kidding Katie' — Educational 

Light comedy 2 reels 

This Christie comedy presents Dorothy De- 
vore as Katie the attractive young sister of 
Queenie (Babe London) who tips the scales 
at something over two hundred pounds. The 
mother keeps Katie in short dresses to en- 
able Queenie to marry Dick (Jimmie Har- 
rison) to whom she has sent a picture of her 
sister, pretending it was herself. Poor Katie 
is very much suppressed but takes advantage 
of the kid role trust on her by sitting on 
Dick's lap and cooing baby talk to him. It's 
just full of amusing encounters between the 
sisters and there are some good laughs when 
Queenie tries desperately to reduce. 

'Under Covers' — Educational 

Average comedy 2 reels 

Furniture turns topsy turvy and fleeing 
figures blur before your eyes, so fast is the 
action in the hospital scene, as the action 
gets into full swing in this Cameo comedy. 
The head nurse causes all the trouble for 
she's so attractive that the young intern can't 
keep his mind on his work. The fatal errors 
he makes coupled with a patient suffering 
from melancholia (who tries desperately to 
commit suicide all over the place) furnish 
the material for this comedy which has ac- 
tion and laughs enough to round out your bill 

'My Boy Bill'— Educational 

Nature subject 2 reels 

"My Boy Bill" couples beautiful photog- 
raphy with an appealing little study, depicting 
in glorious detail the fascination of the sea. 
An old man waits besides the sea ; watches 
and waits for his boy whose boat was brought 
back one night, empty. The old man can't 
believe his Bill is gone for good for he says, 
"You can never tell what might happen 
around the sea," and then as his eyesight 
dims with time he says, "I couldn't stand 
the horizon creepin' up on me — I left the 
sea." But the quiet inland country seems 

so lonesome and the sea calls him back. In 
the fadeout he is back in his old place on 
the rocks, muttering to himself, "I'll just bet 
Bill is mighty glad his old man is waitin' 
up for him." 

Words fail to describe the beauty of the 
scenes. The sea is photographed in all its 
different phases. By moonlight, and at dawn 
— when it is calm and again when it is an 
angry sea, dashing against the rocks. A 
beautiful short subject that is sure to find 
an appreciative audience everywhere. 

'Flip Flops'- Pathe 

Good action comedy 2 reels 

This is a Mack Sennett offering with Al- 
berta Vaughn, Lewis Sargent, Jack CoopL- 
er, and Andy Clyde in the principal roles. 
The action starts off with some clever gags 
with Sargent and Cooper carrying on rival 
suits for the attentions of the pretty Miss 
Vaughn. Then a circus atmosphere is in- 
troduced, and when Cooper offends the 
feelings of Mary Ann, the elephant of the 
circus company, he is promptly pursued all 
over the circus lot. Every obstacle to 
Mary Ann's progress is unceremoniously 
bowled over, and when later Cooper takes 
refuge in a nearby hotel the elephant con- 
tinues the pursuit through hallways and 
rooms taking walls and partitions with 
him in thrilling fashion. Fast action, a gen- 
erous measure of good comedy gags, and 
an occasional touch of the thrilling serve 
to make this subject a laughable and enter- 
taining piece of business. 

'The Great Outdoors' — Pathe 

Good comedy action and characterization -2 reels 

This is another of the "Spat Family" 
series. The English husband, his wife, 
and wifey's know-it-all brother undertake 
to prove to a skeptical uncle that they 
can maintain their household efficiently for 
two weeks without the help of servants. 
Left to themselves the trio blunder into all 
sorts of mishaps. When the cooking stove 
is put out of commission as a result of one 
on these laugh-provoking exploits, wifey 
produces a whole set of electric cooking 
utensils. They are set up triumphantly and 
all goes well until the discovery is made 
that the nearest thing to electric current 
available on the location is the kerosene 
in the battered old camp lantern. And so 
it goes, one mishap after another until the 
distracted family accidentally start a forest 
fire and are forced to flee for their lives. 
Lhicle unaware of what has actually be- 
fallen them, pays them the thousand dol- 
lars he promised but they are promptly 
called upon by a forest-reserve official to 
hand over the money as a fine for starting 
a forest fire. Plenty of action in this one 
and some genuine laughs. 

'Fan Magazine of the Screen' — C. B. C. 

Movie Colony News Issue No. 4 

One of the specially bright spots in issue 
number four is a scene of George Crane, 
Claude Gillingwater and Alec Francis "the 
grand old man of the screen," practising some 
new dance steps with King Vidor. Ben Tur- 
pin gives a frankfurter party. Also in this 
issue are Colleen Moore, Rupert Hughes, 
and Antonio Moreno. We see little Walter 
Wilkerson with a chip on his shoulder and 
Claire Windsor, Harrison Ford, Louis Gas- 
nier and Ethel Shannon, and numerous others 
of the colony members are shown in little 
personal views that are sure to go over big 
with your audience. 

A lighter touch during one of the scenes showing the sole survivor of the massacre in "Vincennes," third 
of the "Chronicles of America" series, produced by Yale University Press and distributed by Pathe. It is 
a true and authentic story of the opening of the Northwest, identifying the screen with another^ achievement 

in the progress of visual education. 

December 1, 1923 

Page 29 

'Miles of Smiles' — Universal 

Century's Baby Peggy 2 reels 

Peggy is one of a pair of twins, daughters 
of a wealthy couple. One day she gets away 
from her nurse and is almost killed by a 
train. The engineer, however, saves her and, 
when she grows up, uses her to help run 
the train. One day Peggy drops a coin her 
adopted father gave her but sees a man pick 
it up and follows him. This takes her to 
her real home. She sees her twin sister, 
a starched up little snob and Peggy (who's 
a bit of a rough neck) makes faces at her 
and has the entire household upset by bobbing 
up every other minute in a different costume, 
than that worn by her twin sister, so that 
the help are completely bewildered and think 
they are seeing things. When the engineer 
enters the house to claim Peggy, the young 
couple march in with Peggy's twin sister and 
after the engineer explains when and how 
he found her, she is claimed as their lost 

This makes a good story and gives Baby 
Peggy a chance to register a good many sides 
of her versatility. She is just as cute and 
lovable in this as in any of her other pic- 
tures. Your audience will be sure to approve 
your choice of this picture. 

'The Way of a Man'— Pathe 

Pioneer Days 9 parts 

Pathe has established a noteworthy inno- 
vation. Material for this picture has been 
assembled into a nine part feature and is 
also developed shortly after the feature re- 
lease and to be distributed in serial form. 

The tale depicts the .struggles of the early 
pioneer days when the courageous ones risked 
life and limb to get to the California coast 
and share in the wealth of gold that was to 
be had for the claiming. 

There is a capable cast including pretty, 
blonde Allene Ray, Harold Miller, Florence 
Lee, Bud Osborne, Kathryn Appleton, Lillian 
Gale and Chet Ryan. 

John Cowles a young Virginian starts 
West to borrow money of his late father's 
business partner. Colonel Meriwether, after 
his father has been mysteriously murdered 
and robbed of valuable securities. Under un- 
usual circumstances he meets the Colonel's 
daughter, Ellen and falls head over heels in 
love with her, forgetting the girl back in 
Virginia to whom he was engaged. Gordon 
Orme follows Cowle to prevent his accom- 
plishing his mission (for secret business rea- 
sons) but pretends to be his friend. After 
numerous encounters with Indians the party 
finally reach California and in a fight for 
possession of the gold found, Gordon Orme 
is shot as is the girl from Virginia (who 
is a scheming woman in love with Orme) so 
John is free to marry Ellen. A delightful 
comedy touch is ably handled by Lillian Gale 
and Chet Ryan as two backwoods moun- 

'Vincennes' — Pathe 

Historical drama 3 reels 

This is the third of the "Chronicles of 
America" series being produced by the 
Yale University Press. The story deals 
with the famous expedition of George 
Rogers Clark during the Revolutionary 
War, which resulted in the capture of the 
British fort at Vincennes and the saving 
of the states of Ohio, Indiana, Illinois, 
Wisconsin, and Michigan for the new Am- 
erican Republic. The character of Clark is 
played by Leslie Austin. The British 
Military Governor Henry Hamilton is por- 
trayed by Robert Gaillard. Patrick Henry 
is played by William Walcott. The spirit 
and atmosphere is reproduced in realistic 
fashion, Clark's outpost in the then unchart- 
ered West and the British stronghold at 
Vincennes on the Wabash being features 
of the setting. There is something more than 
instruction here ; there is action and drama, 
cleverly handled. 

News Reels Told in Brief 

Pathe No. 94 : Louisville, Ky., 35,000 look 
on as Zev triumphs over In Memoriam in 
sensational race — First aerial mooringmast 
"anchors" the Shenandoah — Yale-Princeton 
game at New Haven — Munich, Bavaria, civil 
strife halted to hold ceremony for Bavarian 
dead in World War — First test of Cycle-plane 
at Dayton, O. — London, Bonar Law, joins 
ranks of honored dead in Westminster Abbey 
— Tsao Kun inaugurated President of Chin- 
ese Republic. 

Pathe No. 93 : Italy, Como Lake floods 
city — Hospitals make toys for kiddies Christ- 
mas — Log-rollers exhibition at Hoquiam, 
Wash. — U. S. Ambassador to Great Britain 
confers with President Coolidge and Secre- 
tary Hughes — Miami, Fla. — photos of man 
with revolving head — Seattle, Wash. Co-eds 
shine shoes for charity — Kansas City, 25,000 
men in world's largest Bible Class — Rome, 
Ga. unveil tomb of Charles Graves — Food 
riots sweep Germany — Oehmichen achieves 
record with helicopter at Valentigney, France. 

International No. 95 : Yale swamps 
Princeton, 27-0 at New Haven — Snapshots of 
news of day, London, Lady Louise Mountbat- 
ten becomes bride of Sweden's Crown-prince; 
Bavaria begins building new army to down 
"Separatist" riots ; Bickley, England hold 
archery meet ; Chicago, Joie Ray wins an- 
nual cross country race — Cycle-plane, operated 
by foot power of inventor W. F. Gebhardt 
flies at Dayton, Ohio — "Oshkosh" aristocratic 
white Scotch collie to be "First Dog of the 
Land" — Air giant Shenandoah, moored to 
steel mast at Lakehurst — Churchill Downs, 
Ky., In Memoriam wins race; Col. Matt 
Winn, sportsman who made race possible. 

KiNOGRAMS No. 2303: Midnight rally 
round bonfire at Santa Clara, Cal. after foot- 
ball game — Troop C. 3rd U. S. Cavalry in 
maneuvers at Haverhill, Mass. — Washington ; 
our new Ambassador, Senator Kellogg of 
Minn, takes place of Col. Harvey — 1200 In- 
dian children attend U. S. Government School 
at Phoenix, Ariz. — Harding Memorial Asso- 
ciation meets in Washington — University of 
California and U. S. Army football game in 
new Coliseum at Los Angeles — -Waifs of 
animal world cared for at Speyer Hospital 
in New York — Prince of Wales back home ; 
lays cornerstone at college — Andrew Mellon, 
Secretary of Treasury shows amounts of 
proposed tax cut. 

International No. 94: Ten-mile walking 
race in New York City — Indian children at- 
tending school at Phoenix, Arizona — Large 
section of famous Western Speedway goes 
up in flames — Detroit unfurls largest flag in 
country — Washington, D. C, Our new Am- 
bassador to London, Ex-Senator Kellogg of 
Minnesota — Board of Trustees of Harding 
Memorial meet in Washington, D. C. — 
Seattle, Washington, University co-eds set 
"shining" example to fellow pupils — North 
of Nome, Alaska ; first winter snows — Moving- 
platforms tested to end subway jam in New 
York — Off Duxberry Reef, California, new 
buoys warn of dangerous reefs — Ex-Kaiser 
in limelight again at Doorn, Holland. 

KiNOGRAMS No. 2304: Tokio, Japan, 
Flood sweeps twice stricken city — Members 
of Woman's Party call on President Cool- 
idge — Joie Ray wins cross country run — 
Senator Johnson announces candidacy for 
president — New York, playful doings in 
shadow of.Woolworth Building; Chinese ex- 
pert demonstrates Mah Jongg; Great fire in 
loft building, two hurt — Chicago, Leak in 
gas main causes street blaze — Bicycle driven 
airplane carries inventor at Dayton, Ohio — 
Zev is victor over In Memoriam in race at 

Camera Disputes Race Decision 

The race between Zev and In Memoriam 
and its outcome are now history. So close 
was the finish that despite the verdict of the 
judges in favor of Zev there have been many, 
among the thousands who witnessed the final 
moments of the great struggle, who disagree 
with the official decision. In the general 
wrangle, the Pathe News' slow-motion views 
are very likely to be called into service in 
the settlement of the controversy, as their 
camera shows In Memoriam's nose ahead. 

Track expert and writers gathered at the 
studio to view the picture, prior to the show- 
ing of which Emanuel Cohen, Editor of Pathe 
News, described the exact location of the 
cameras so that proper judging of the angle, 
from which the pictures were taken, could 
be used. This was illustrated by charts drawn 
up by Dr. Paul Sorel, Professor Mathematics 
at City College, N. Y. C. 

Woe to the man who has spent his win- 
nings. He may have to return the sum plus 
his loosings and he'll have Pathe's slow- 
motion to thank — or curse ! 

Page 30 

Exhibitors Trade Review 

Common Law Lobbyology that Carries a Message 

Effective Lobby Display Used by Loeuys Theatre. Ottawa, Canada in Exploiting 

the Selznick Production 

Page 31 


Hodkinson has pre- 
pared an attractive 
w herald for Shifting 

/ Sands. On the first page 
, is a colored illustration of 
the Sheik kidnapping the 
heroine. The stills and 
sjmopsis give a fine idea of the 
action, and pep of the picture. 
These are available to all ex- 

New Orleans is building 
up advance interest in its showing of 
First National's Black Oxen thru the 
voluntary co-operation of the "New 
Orleans Item." The paper is running 
a contest to find New Orleans' young- 
est old woman and youngest old m:m. 
No specific age is mentioned but they 
must be past middle age. A reward is 
offered to the winners. 

Manager Edward Lewis of Keith's 
81st Street Theatre, N. Y. C. threw a 
pracncal slant on the Goldwyn pro- 
duction, Red Lights, in his exploita- 
tion stunt. Under the marquee he 
fixed up 800 red bulbs while on top of 
the theatre were two big flood lights 
.vhich, played on the marquee, the front 
of the theatre and street. Along three 
sides of the marquee were cut-out let- 
ters from the "Red Lights"' posters, 
giving the name of the picture. 

Here's what LeRoy V. Johnson, 
manager of the Liberty Seattle, did 
with Hodkinson's The Drivin' Fool. 
He arranged with the Yellow Taxi 
Cab Company to have each cab carry 
a card fitted into the spare tire at the 
rear. The cards read: "This taxicab is 
driven by a safe and sane driver. Not 
by a 'Drivin' Fool' — now at the Liber- 
ty Theatre." 

To help put over First National's 
Singing Them Again series. Manager 
S. K. Wineland has secured John Hen- 
ry (Everybody sing) Lyons who is 
drawing big crowds to the Strand in 
Seattle, Wash., and sending them out 

The Letter Carriers' Band of New- 
ark, N. J. volunteered to play for a 
street ballvhoo in front of the Strand 
Theatre during the showing, of Vitagraph's 
Loyal Lives. The same picture was ex- 
ploited by the Mozart Theatre in Canton, 
O. by supplying the mail carriers of the 
town with a herald calling attention to "U. 
S. Mail Week." These were displayed on 
their letter bags. 

October 17, "Navy Day," was observed 
bv many states throughout the country 
w'ith the showing of The Silent Command. 
This is a Fox Production glorifying 
America's fighters. 

A questionnaire published in the Long 
Beach Sun was the means of a direct tie- 
up with Manager Browne of the Liberty 
Theatre, Long Beach, Cal. for the showing 
of First National's Her Reputation. Some 
of the questions the readers were asked 
to answer were: "Identify the best dressed 
woman dancer. What screen actress is 
called America's sweetheart? Who made 
the first U. S. flag? Who wrote Uncle 
Tom's Cabin?" and numerous others per- 

taining to famous women. The stunt 
worked out to the advantage of the paper 
as well as the showman. 

The manager of Universal Theatre at 
Auburn, N. Y. got to-gether with the 
Sager Drug Co. in putting Metro's 
Rouged Lips across. A large lobby paint- 
ing of Viola Dana was used as the feature 
of the display. The picture was draped 

prestige pointers for on-the-job exploiteers from 


E-CHO the wishes of your audi- 

X-CHANGE ideas with other mer- 

P-ROMiSE nothing you cannot ful- 

L-EAD others always — don't ever 

0- piNioNS differ — please the ma- 


1- N good publicity lies success. 

T-OMORROw never comes — do it 

A-N entertained audience is your 
best ad. 

T-iRELESS efforts net box-office 

I-NviTE criticism — then act on it. 

O-RiGiNALTTY commands atten- 

N-o lazy showman ever made a 

nard's, the largest shoe store in the city, 
agreed to give away $25 worth of shoes in 
return for the advertising the store would 
receive from the tie-up. The exploitation, 
won a remarkable window display for ten 

News periodicals have been prepared by 
Hodkinson for the exploitation of Shift- 
ing Sands. These contain views of the 
statue of Rameses the Great, Arabian 
troops on the Libyan desert, a sheik's 
body guard. Arabian caravans and 
desert tribesmen taking part in 
"Shifting Sands." A number of ex- 
hibitors have already made use of 
them for window displays and declare 
them very effective. 

with red silk and grouped around it were 
standard toilet articles On the inside of 
the window were pasted about one hundred 
of the paper lips novelty that the exploita- 
tion department has gotten out. These were 
also used pasted on each package that left 
the store. 

Vitagraph is supplying an Indian head 
to exhibitors booking Pioneer Trails. Last 
week the Sight Seeing Employes of 
Greater New York held their first annual 
outing. One of the committee asked Vita- 
graph for a supply of the Indian head 
dress and the 150 members who attended 
the outing donned them when they mount- 
ed their cars at Broadway and 42nd street. 
The "Indians" created quite a furore in 
front of the Rialto Theatre. 

Trilby has presented to a number of 
exhibitors, a variety of tie-ups all of which 
have had good results. While the First 
National feature was showing at the Capi- 
tol Theatre in Winnipeg, Canada, Ren- 

When The Green Goddess played 
the Rialto in Newark, N. J. Charlie 
Cohen, exploiteer for the Goldwyn Ex- 
change conceived the idea of a win- 
dow display reproducing the airplane 
crash which occurs in the play. The 
figures bear a likeness to George Ar- 
liss, Alice Joyce, David Powell and 
Harry T. Morey who figure in this 
episode. The display which was ex- 
ecuted by Frank Muchmore appeared 
in the window of a vacant store on 
the main street and not only attracted 
attention to itself but had a noticeably 
good effect on the box-office. 

Duke, the duplicate of the good old 
dog used in First National's Penrod 
and Sam, is now the pet of thirteen- 
year-old Irene Moore of Louisville, 
Ky. The dog was awarded by the 
Louisville post for the best five-hun- 
dred word essay on a dog. The essay 
created quite a furore in local jour- 
nalism, while the receipt of free ad- 
mission tickets by fifteen other com- 
petitors, proved good publicity for 
Manager Payne who says his box- 
office receipts are very encouraging. 

On Navy Day in Seattle, Wash., 
Manager Robert W. Bender of the 
Columbia Theatre tied up with the 
bands of the U. S. S. Idaho for two 
concerts, in co-operation with the 
Navy League. Special pictures of 
Navy life were shown, too, and nicely 
rounded out the bill. Manager Bender 
showed he is always on the alert for a new 
opportunity and in this way is succeeding 
in building bigger business for himself. 

O. D. Cloakey of the Regent Theatre, 
Ottawa, Ont., probably the most active 
theatre manager in the field of exploita- 
tion, found thirty different stunts for the 
exploitation of The Green Goddess. Most 
of these were designed to emphasize the 
Oriental atmosphere of the picture as for 
instance an elaborate display of oriental 
rugs, furniture and antiques. 

For the showin.g of Goldwyn's Elinor 
Glynn picture Six Days, at the Blue Mouse 
Theatre in Portland, Ore., an aviator was 
employed fior a flying stunt over the city. 
He made flights in the early evening and 
at the hour when the theatre patrons were 
leaving the theatres on their way home. 
In large electric letters on the under side 
of the wings of the plane appeared the 
words, "Six Days." 

Page 32 

Exhibitors Trade Review 


Makes Practical Test to Determine 
Aceptability of Film 

CONVINCED by actual test that Pathe's 
"Chronicles of America" represent a 
product of exceptional showmanship value, 
the Stanley Company of America has signed 
for the entire group of these historical dra- 
mas. Under the terms of the contract just 
closed, the entire thirty-three subjects em- 
braced in this series, being produced by the 
University Press for Pathe distribution, will 
be shown over the Stanley Circuit. 

The great success attained by "Columbus," 
the first of the series, during its recent en- 
gagement at the Aldine Theatre in Phila- 
delphia, one of the Stanley Company houses, 
is directly responsible for the consummation 
of this important contract. 

The showing at the Aldine was accomp- 
anied by an exploitation campaign directed 
principally to the educational authorities of 
the Quaker City. A week before the engage- 
ment a letter was addressed to each school 
principal inviting him and the members of his 
teaching staff to view the picture at the Al- 
dine. In this way over fifty of Philadelphia's 
schools and colleges were circularized and ap- 
prised of the showing of the picture at 
the Aldine. In every instance letters from 
the principals gave assurance of the unusual 
interest in the production and promised co-op- 
eration in bringing the picture to the atten- 
tion of teachers and students. So great was 
the interest displayed in the showing that 
nearly every school principal asked for addi- 
tional tickets over and above the original en- 
closure of five. 

While the campaign was directed princi- 
pally to the educational authorities, letters 
with enclosure of tickets were also addressed 
to city department heads, renre.='-"-^^tive 
clergy, lawyers, and physicians, and prominent 
welfare workers. Rear Admiral A. H. S. 
Coles, Commandant U. S. Navy Yard in Phil- 
adelphia, was among those addressed, who 
promised to attend the showing and lend 
their personal assistance to the promotion of 
these historical dramas. 


Lesser Suggests Numerous Stunts for 
West Coast Theatres 

HOW I Am Going to Put Over 'The 
Meanest Man in the World,' " is the 
name of a very clever little booklet that has 
been prepared by Sol Lesser, vice president 
of the West Coast Theatres, Inc. Mr. Les- 
ser has outlined a complete campaign, giving 
complete data on the more than fifty stunts 
he means to employ to exploit the picture. 
A great many of these are unique and orig- 
nal and would seem to indicate that the author 
spent a great deal of time on the possibilities 
that the picture presents. 

He has provided for an expensive advertis- 
ing campaign, and elaborate lobby displays 
which include inexpensive trifles like a sign 
over the window of the ticket seller, "Don't 
be The Meanest Man in the World. Laugh 
and the World laughs with you. I do," a 
doorman's box sign which reads : "I'm happy 
'cause I've seen 'The Meanest Man in the 
World,' " and other catchy lines which at- 
tract the eye and make the patrons smile. 

Numerous street bally stunts have been in- 
cluded on the list. One especially funny idea 
is this: On a motor truck has been placed a 
cage in which is seated a disagreeable looking 
man with a ball and chain on his ankle. On 
the side of the cage there is a sign which 
reads : "This is what we did with one mean 
guy but you ought to see what cupiH does to 

'The Meanest Man in the World' at the 

Another stunt of Mr. Lesser's is to have a 
man go around town and on every broken 
window he sees he pastes this sign: 'The 
Meanest Alan in the World' did this but he 
won't do it any more. He's down at the Ki- 
nema spreading laughter instead of grief." 

As a matter of fact the booklet seems to 
contain almost every possible idea that could 
be utilized using both the name of the feature 
and the text as material. 


Manager Makes Festive Occasion of 
Lasky Test Showing 

-'-'A MORE of the Howard Theatre, At- 
lanta, sold the idea to the Mayor of Atlanta, 
that a signal honor had been conferred upon 
the city in the selection of the Howard as 
one of the demonstration theatres under the 
new Famous Players' policy of test-runs. 
Mayor Walter F. Sims wrote a strong letter 
to the theatre, thanking the organization in 
the name of the citizens of Atlanta and of 

And all cares and worries go with him. This is the 
impression the pubhc gets from these posters ad- 
vertising Douglas MacLean in "Going Up." 

course this was carried as an advertisement 
in the Sunday papers preceding the run. 

In addition to this, the launching of the 
first demonstration run was made a festive 
occasion and a ceremony marked the event. 
Three hundred invitations were sent to promi- 
nent Atlanta men and women to attend the 
first performance Monday and just before 
starting time, a large crowd gathered in front 
of the theatre for the presentation of the 
can containing a print of "The Spanish 
Dancer," the first demonstration subject. 

After the formal presentation of the film, 
Mayor Sims proceeded to the projection room 
where he set the machines in motion for the 
first showing. The papers gave the cere- 
mony generous publicity and word-of-mouth 
comment likewise advertised it. 


Liberty Theatre Manager Gets Stunt 
Past City Ordinance 

FOR the first time in the history of Beau- 
mont, Tex., the street car system of that 
town allowed banners for a motion picture 
production to be strung along its wires and 
carried on its cars for the showing of Cos- 
mopolitan's "Enemies of Women." James 
Clemmons, manager of the Liberty Theatre, 
turned the trick despite the fact that a city 
ordinance prohibits the stringing of any ban- 
ners along the street car lines. 

This stunt is, of course, a fine one for get- 
ting wide spread publicity, if you can manage 
to pull it. But there are lots of others 
which are almost as effective. For instance, 
Manager John S. Ward of the Classic 
Theatre in Stratford, Ont., arranged a valuable 
merchant tie-up for his showing of "Enemies 
of Women," with the Rexall Drug Co. which 
gave an entire window to the display of toilet 
goods and articles of make-up. The idea con- 
veyed was that these articles help women to 
subdue the enemies which would destroy their 

The Hydro Shop hook-up was devoted to 
the present day kitchen with its labor saving 
devices, as opposed to the kitchen of former 
days when most of the work had to be done 
oy the lavish use of elbow grease. The dis- 
play included an electric range, toaster, per- 
colator, washing machine, water heater, vac- 
uum cleaner, mixer, heater and electric 
lights. The old fashioned kitchen, on the 
other hand, included a wood range, kerosene 
lamps, hand wash-tub with hand wringer and 
other kitchen implements and devices that 
were in use before these "Enemies of Wo- 
men" were replaced by modern inventions. 


Producer Has Arranged With McClure 
for Serial Run in Dailies 

EXHIBITORS are to have a splendid ex- 
ploitation tie-up with the Warner pic- 
ture, "Lucretia Lombard." The film has been 
adapted from the novel of the same name by 
Kathleen Norris, and arrangements have been 
made with the McClure Newspaper Syndi- 
cate to publish the story in newspapers 
throughout the United States and Canada. 

This tie-up will undoubtedly be very valu- 
able to the showman who can also _take ad- 
vantage of the large sales that the book has 
been having. Book stores are also lending 
their co-operation in the launching of the 
picture, and window displays everywhere that 
the picture is shown will have tremendous 
publicity value. 

Besides this tie-up their has been a music 
arrangement which exhibitors will find help- 
ful. The Irving Berlin song hit, "Love" 
has been published with a special cover with 
pictures of the picture stars, Irene Rich and 
Monte Blue in a scene from the picture. 

Since the song is used for the theme of 
the musical setting an effective prologue can 
be presented by this means. The words of 
the song are of a sentimental nature and 
therefore also in keeping with the character 
of the picture which is described as a 'story 
of flaming passion." 

By co-operating with local music stores in 
securing window displays and in other ways 
pushing the song much can be made of this 
song possibility. The music publishers them- 
selves will lend their aid to any exhibitor 
who solicits it. 

'Lucretia Lombard" in its screen version 
has a double title arranged for the con- 
venience of the exhibitors. Those who find 
a descriptive title more to their purpose, may 
bill the film under "Flaming Passions" while 
others whose patronage would prefer it that 
way, may call it by its original name. 

December 1, 1923 

Page 33 

Scores of Booking-Urge in Week's New Films 

New Features Present Multitude of Ideas Designed to Aid You Materially at the Box 
Office When You Show Them at Your Theatre 

'The Shepherd King' 

Released by Fox November 15, 1923 

BRIEF: The story of David, Shepherd King of 
Isreal, from early youth to his ascension to the 
throne. Picture taken from stage version by Wright 
Lorimer and Arnold Reeves. Princess Michal 
played by Violet Mercereau. A. J. Gordon Edward» 

INTEREST in biblical stories never seems 
to wane. The rise of the lovely, gentle 
David to the realm of the king holds romance 
for all. And there is romance, too, in David's 
marriage to the lovely Michal, daughter of 

Saul. . , , . 

Mr. Edwards has omitted none of these m 
his filming of the story. All the colorful at- 
mosphere of Egypt and Jerusalem have been 
included. The desert scenes ring true. The 
camels, herds of them, are not faked. Be- 
cause here is a picture which was filmed out 
where the scenes are laid. Almost in the 
very spot where David, ages ago reigned 
supreme, the silver screen performers went 
through the history again. And so the pic- 
ture carries with it a note of conviction be- 
side all its picturesque beauty which is almost 
sure to get across with a large part of the 

Here is a picture which should get the sup- 
port of the church. And that is your cue, 
Mr. Exhibitor, for a neat little tie-up that 
will warrant the effort. Make arrangements 
with the Christian Endeavor Societies, the 
sisterhoods and the Sunday Schools whereby 
each will come in for a liberal share of the 
total box-office receipts depending on the 
amount of sales they turn in. 

Get each one to work as a separate organ- 
ization perhaps offering to the most success- 
ful, a certain bonus over the others. You 
should experience no difficulty at all in en- 
listing the Sunday Schools because here is a 
splendidly graphic means of bringing home 
to the children of this phase of biblical his- 
tory. You might even run some sort of a 
contest and offer a prize for the child who, 
after seeing the picture, writes the best essay 
on David. 

Besides the church, there is the department 
store with whom you can hook up on a win- 
dow display of silks and trimmings of Egyp- 
tian style. Get stills and window cards show- 
ing the women of the picture dressed in Egyp- 
tian attire. This will help surround his dis- 
play with the proper atmosphere and at the 
same time every card will be an ad for your 

You might be able to get space in the dail- 
ies by the use of the news stories of experi- 
ences with which the company met while the 
picture was being shot. These are all con- 
tained in the press book. Then, too these 

will make good ad copy. But your campaign 
should all be carried on in the most digni- 
fied of channels since the picture is one which 
demands this sort of treatment and does not 
readily lend itself to the loud flare of ex- 
ploitation trumpets. 

'The Marriage Market' 

Released by C. B. C. November 1, 1923 

BRIEF: A comedy-drama of modern life, embody- 
ing romance, drama and humor. Featuring jack Mul- 
hall, Alice Lake and Pauline Garon. Directed by 
Edw. J. LeSaint. 

TI ERE is a title with a "teaser" exploita- 
tion value as a starter, and it will pay 
you to play it up big. There are all kinds of 
"market" tie-ups that can be effected regu- 
larly, and merchants in your town should 
be glad to co-operate. 

Given this good starter on the title, ideas 
for teaser mailing cards are plentiful. Start 
the first day mailing out a blind card to 
your list as follows : "King Solomon could 
have told you something about 'The Mar- 
riage Market.' " Follow up the next day and 
days after, using the names of men loiown 
through the ages as interested in women and 
marriage, as for instance "Henry VHI spent 
half his life studying 'The Marriage Mar- 
ket' " — also the Sultan of Turkey, Brigham 
Young, Bluebeard, Nat Goodwin, etc. The 
final day before your opening say "You, your 
family and friends will be interested in 'The 
Marriage Market' at the , thea- 
tre." li you don't want to send postals, use 
these as teaser ads. 

The "market" idea also suggests good 
throwaway material — for instance — a printed 
bill-head or even a typed one, with "The 
Marriage Market" across the top, and some 
teaser publicity in the form of a bill — at 
thirty-five cents or whatever the price of 
admission is, marked C. O. D. will attract 
a lot of attention. 

The "Girls for Sale" idea can be worked 
up to be an eye-opener by having a printer 
make up some cheap 14-28 signs to the ef- 
fect that girls are for sale for the marriage 
market at your theatre on a certain date. 

The local "sob" newspaper writers should 
easily be sold the idea of writing special 
articles on marriage today — whether it is on 
a more commercial basis than formerly, and 
other like articles. There's good oppor- 
tunity for "sob-stuff" there. The good old 
stunt of a real wedding on the stage makes 
a great tie-up with the title. Tie-ups with 
shops for window display ought to be easily 
secured also. Gown shops, for instance, 
might bear the legend "These gowns will in- 
crease your value in 'The Marriage Market.' " 

Your lobby is your show-window. Dre«;s 

't- An effective and cheap display can be 
secured by getting a number of dolls, 
dressed — any toy or department shop will be 
glad to lend them for screen or lobby credit. 
Line them up in a booth, constructed by 
your carpenter, which you will call "The 
Marriage Market" — and label each of them 
in a different way. One might read "Aris- 
trocratic but penniless — a prominent 'who 
in who's who' — will exchange a social posi- 
tion for bank account," etc. This had a laugh 
and a kick in it. 

'Pioneer Trails' 

Released by Vitagraph 

BRIEF: Romance, adventure and hardship occupied 
the lives of the early pioneers. David Smith has 
filmed this bit in an effort to give some hint of the 
calibre of man and woman to whom the West owed 
its growth. 

PICTURES of pioneer days have a tre- 
mendous appeal. Current successes sub- 
stantiate this assertion. When a picture is 
instructive and at the same time has elements 
of entertainment to all there is no reason why 
it should not get across. And "Pioneer 
Trails" will if you give your booking the 
proper backing. 

In the first place you should try to interest 
the papers on the possibilities for special fea- 
ture articles in the material contained in the 
picture. If you can sell them on this idea, 
you can get a nice slice of free publicity 
where you would most desire to see it. 

Then there are the schools. Don't approach 
the children, get to them through the school 
children, get to th^ through the school prin- 
cipals and teachers. You might adopt a 
scheme like this and find it is good policy. 
Offer through the schools special cut rate 
tickets for all school children. Kids are great 
talkers and you couldn't hope for better pub- 
licity than you can get from this source. The 
picture will appeal to their imaginations and 
you will be delighted at the enthusiastic way 
in which they will talk to the grown-ups on 
the merits of the picture. 

Then there is the lobby to be considered. 
With a picture of this type it is a good idea 
to reflect the atmosphere of the story in the 
lobby display if it is possible. You might 
do this by the use of Indian blankets, toma- 
hawks, spears, shields, bows and arrows. 
(This can be borrowed for the occasion.) 
Look up an old stage coach and if you can 
get ahold of one, place it in the lobby with a 
man and woman dressed as pioneers seated 
in it. This must arouse the curiosity of all. 

Consider this idea, too. Dress a man and 
a woman as Indians. See that the man is 
tall and well built and that the woman is 
dark and when made up will give the impres- 
sion of being a red skin. On the woman's 
back, tie what will appear to be a papoose. 
Both the man and woman should have signs 
on their backs announcing the name of the 
picture and the date of showing. These, 
parading through the streets are sure to at- 
tract attention and what is more will start 
tongues wagging. 

If you are in a town where the cigar store 
Indian still stands as a symbol, you might 
get permission to hang a bow and arrow on 
him and dress him with an attractive poster. 

It might also be a good hunch to get some 
candy store or stationer to give out a little 
toy bow and arrow with each purchase. These 
could be gotten at a very small cost and 
should have the name of the picture either 
printed on them or bear an attached tag 
with the name. By an arrangement of this 
kind with a merchant you should get him to 
bear half the expense since his issuing them 
as souvenirs will get patrons to his store. 

Page 34 

Exhibitors Trade Review 

That's what the manager of the Strand Theatre, Altoona, Pa., was aiming at when he arranged this lobby set for the showing of Warner Bros. Dog Picture, 
"Where the North Begins." Notice how well the box-offic e has been concealed to fit in with the rest of the display. 

'In the Palace of the King' 

Released by Goldwyn-Cos. 

Nov. 10, 

BRIEF: Screen version of Marion F. Crawford's 
novel of the Spanish court at the time of King Phil- 
lip II. Blanche Sweet plays the role of the heroine, 
Delores Mendoza, while Don Juan is playe:! by Ed- 
mund Lowe. Directed by Emmet J. Flynn. 

WHEN the proverbial "crab" pans mod- 
ern youth, and sourly declares modern 
morals are rotten, we always wonder what his 
grudge is. And we are further inclined to 
doubt his knowledge of the morals of previous 
days. Surely he can't think we are bad if he 
is familiar with the court life at the time of 
Phillip the Second of Spain. 

But this much even we will admit ; that the 
people at that time wore fhore picturesque 
clothes and their apartments were more ele- 
gant. We know because we've seen them in 
the movies. Which leads us to this ; "In the 
Palace of the King," in its lavish beauty of 
setting and costuming, presents a wealth of 
exploitation angles, and tie-ups with all sorts 
of merchants. 

Department stores of the better type very 
often devote their window space to merely 
decorative and interesting displays. Such a 
store might easily be sold on a display whose 
background is the simple yet elegant ante- 
room of a queen's chambers. Seated in a per- 
iod chair in the center is the figure of a lady 
dressed in the veritable costume of the Span- 
ish Queen. Near her is placed a sign stating 
merely "Here sits Queen Isabella in 'The 
Palace of the King.' " On the bottom ap- 
pears the name of the theatre and the dates 
of the showing. 

And here's a good thought for the furni- 
ture store — a window made to resemble a 
man's den. Not an elaborate thing but such 
a one as might plausibly belong to the aver- 
age man. The copy idea is : "Every man is a 
king in his own palace. This reading lamp, 
pipe rack, tobacco humidor, book-case, are 
his subjects. We have everything that is nec- 
essary 'In the Palace of the King.' " The 
bottom of the notice should bear the name of 
your theatre, etc. 

If you want to set off your lobby you can 
do so by the employment of beaver board 
which can be constructed into a replica Span- 
ish castle. By converting the front of your 
theatre in this manner you can secure a most 
imusual efifect. 

Do you like street ballys? If they suit 
your purpose you can make use of this one. 
Dress a girl like a page and have her ride 
through the principal streets during the day. 
She should carry a trumpet with a silk banner 
bearing the inscription : "In the Palace of the 

King Now Showing at the Theatre." 

She'll get bet. 

'David Copperfield' 

Released by Associated Exhibitors Sept. 24 

BRIEF: Screen version of Charles Dickens' famous 
novel with a splendid cast directed by A. W. Sand- 

THERE is nothing stereotyped nor hack- 
neyed in the mirroring of this impression- 
able story of love and adventure. From the 
trials and tribulations of David, the boy, to 
the adventures in love and life of David, the 
man, the characters are orthodoxly portrayed 
as they were conceived by Dickens. Here 
is a picture which will serve to vividly im- 
pinge upon the minds of both adult and youth 
an animated and picturesque impression of 
life as Dickens lived it and wrote about it. 
A picture whose name carries with it its own 
publicity and a story whose fame suggests its 
own exploitation. 

Associated Exhibitors in connection with 
this picture are financing an essay contest 
which j'ou can use to advertise your showing. 
Cash prizes of |3,000 are being offered to 
the girls and boys under twelve years of age 
who submit the best paper on, "The Char- 
acters I Like Best in Dickens and Why." To 
those of thirteen years and over other prizes 
are ofifered for the subject, "In a Five Reel 
Picture of 'David Copperfield' Which Scenes 
and Characters Should be Included?" 

The awards consist of a first prize of 
four prizes of $25 each, and 160 prizes of 
each. The additional $1,000 wil be awarded 
in prizes to the schools, public or private, 
having the greatest number of prize winners 
in proportion to the size of their enrollment. 

This contest, of course, will help you tre- 
mendously in getting attention not only from 
the children but from the educators as well. 

For this reason a great deal of your ener- 
gies should go toward emphasizing this con- 
test and your exploitation should be directed 
in the simplest channels so that you reach 
the children. 

Now the children who will try for the 
prizes, and there will be a great number in 
every town who besides wanting to see the 
picture, will probably want to buy the book. 
Here is where you can urge a big tie-up with 
the book shop not only on the sale of this 
one volume but on all Dickens' works. How- 
ever, David Copperfield should te featured 
and the window well supplied with stills and 

You might also make some arrangement 
whereby every purchaser of a copy of David 
Copperfield would receive a cut rate admis- 
sion ticket to your theatre. You might also 
set aside one special afternoon and announce 
that everybody coming to the theatre with a 
copy of the book, by showing it to the door- 
man could gain free admission. 

'The Eternal Three' 

Released by Goldwyn October 26 

BRIEF: What happens when a busy surgeon, in- 
tent on doing his most for humanity, neglects his pret- 
ty young wife. Claire Windsor plays the wife, and 
Hobart Bosworth. the doctor. The picture was di- 
rected by Marshall Neilan, 

WHAT are you going to do about it? If 
you're a doctor and busy day and night, 
your wife is negected. And when you start 
to neglect your wife, there is always some 
gay Lothario ready to take her in his arms 
and give her comfort and solace. And when 
this boy steps in. you step out. 

This is precisely what happens in "The 
Eternal Three" which is one reason why box 
office receipts on this attraction should make 
you smile. In other words here is a picture 
with love, honor, devotion, yes, and risque 
situations. Those are the essential elements 
for a box-office attraction, are they not ? Then 
why shouldn't this film be a success, if you 
put it over forcefully enough. 

To aid you to do this there are a number 
of good ideas. First of all as an attention 
arrester and a talk arouser there is the puz- 
zle idea. The "Three" is the essential thing 
to impress on the minds of the public. And 
here's how you can do it. Annoimce that the 
first one hundred (or fifty) persons who solve 
the puzzle will be given free admission to the 
picture. This is the puzzle : An ancient Egyp- 
tian Pharoah as a reward for the capture of 
one of his subjects who ran away with his 
wife offered three grains of wheat the first 
day, the amount to be doubled every day for 
thirty days thereafter. How many grains did 
he give away? 

Do not run this contest more than two or 
three days, and do not allow the names of 
the winners to be known tmtil the close of 
the third day. 

The picture being the story of a physician, 
you should solicit the patronage of those in 
your town by a personal letter. If you feel 
you can afford it you might make a special 
doctors' performance and invite all the medi- 
cal men of your community to attend free. 
They will then carry by word of mouth the 
publicity for your showing which you desire 
since they, in their visits, meet a great many 
people in the commtuiity. 

Here's a good drug store tie-up. A window 
display in which appear stills of Claire Wind- 
sor and window posters of scenes from the 
picture, there should be shown vanity cases 
containing rouge, powder and lipstick. Con- 
spicuously displayed there is a sign reading: 
"Rouge, powder, lipstick. Miss Windsor has 
named them "The Eternal Three." This will 
get the women and you can't tell how many 
of the men might fall. 

December 1, 1923 

Page 35 

^ied and Proved pictures 


PECULIAR thing — when we think of 
Tried and Proved Pictures we think of 
how Shakespeare's famous rose would act if 
called by another name. 

Undoubtedly, the flower would still retain 
its noted fragrance. 

Now — why do Tried and Proved Pictures 
make us think of the celebrated rose. Simply 
because a wide and varied experience has 
taught us that ships, sealing wax or moving 
pictures may be judged like flowers. 

A thoroughbred rose will act the part of 
a rose, always. It will never smell like a 

The same with Tried and Proved Pic- 
tures. They are the thoroughbreds of the 
film world. They have proved themselves 
profitable from a box-office point of view. 
They can always be expected to have the 
savory smell of sales profit. 

It is a pure matter of logic to place your 
money in something that has already passed 
the test of public taste. Pictures are made 
for the public. And no greater guide can 
there be as to what will take with the public 
than something that has already been given 
this self-same public's stamp of approval. 

Human beings are peculiarly alike in one 
element. That is emotion. The intellec- 
tual, the rank and file, bootblacks and brokers 
alike. What stirs the emotions of one has 
an equal tendency to tug at the heart-strings 
of another. 

Despite the differences of nationality, race 
and creed, we are all one in human emo- 

Psychologists, students of human nature, 
and researchists, point to the fact that man 
all over the world originally sprang from a 
single source. Thick, eloquent volumes have 
been written to show that despite the di- 
vergence of customs and habits the greatest 
common denominator of all humans is their 
oneness with each other. 

Love, hate, jealousy, pride, sacrifice — these 
are as miich the attributes of the English 
Lord as his servant. Love guilds the scene 
and woman guides the plot is as true of 
Earls and Kings as of race-track touts and 
pushcart peddlers. 

Read Sousa's Opinion 

Therein lies the guide line in choosing 
Tried and Proved Pictures. . It means choos- 
ing something that has been tried before 
movie-going people, and proved irresistible 
in the elements that appeal to human emo- 

That is another reason why Tried and 
Proved Pictures fit all points of the compass. 
The screen speaks the same language to the 
people of the South that it does to the folks 
up North. The same is true of the East 
and West. 

In support of this contention we recall 
the words of John Philip Sousa with whom 
we chatted a few weeks ago. When asked 
what he thought of the reception given his 
band performance in a little town up-state, 
the eminent composer and conductor replied : 

"Music, like the movies, is a universal lan- 

"Once a piece establishes itself with favor 
in the hearts of an audience I find that it 
invariably appeals wherever it is played. Peo- 
ple seem to be peculiarly alike in the selec- 
tions over which they enthuse." 

Mr. Sousa has appeared before the public 
for almost fifty-eight years. Obviously, if 
anyone knows the public, he does." 

Economically Speaking 

Speaking of thoroughbreds 
— it takes a spotless pedigree 
and an unquestionable rec- 
ord of past performances to 
establish a horse as a thor- 
oughbred. The animal then 
commands a fabulous price 
in the horse market. 

By the same token Tried 
and Proved Pictures are 
called thoroughbreds because 
they have established dis- 
tinctive records as box-office 
attractions. But the price of 
the audience-winner remains 
within reason. 

'No Trespassing' 

Rich Girl Story Released by Hodkinson 

BRIEF: Irene Castle as the pampered daughter of 
a millionaire leads her father a merry chase but 
finally settles down "to love, honor and obey" the 
man, who unknown to her father, aids him in put- 
ting over an important deal. 

l RENE CASTLE is a screen favorite— 
there's no denying that. Just give her 
plenty of lovely clothes and fine sets and 
she'll carry the crowd away with her. "No 
Trespassing" gives her all this and more — 
a part which she plays with understanding 
and appreciation. First as the social butter- 
fly in the city and then as the resigned yet 
happy girl who goes to the country with her 
parents who need rest, she carries off the part 
with a vivaciousness that gets the audience. 

It is easy enough to exploit this type of 
picture by playing up Irene Castle's name as 
big as possible. To do this allow yourself 
all the advertising space you feel you can 
afford and effect a tie-up wherever it is possi- 
ble. In this connection you will probably 
find it a comparatively simple matter to get 
the women's clothiers and outfitters to co- 
operate by window displays in which they 
use stills and posters. 

You should also be able to make some ar- 
rangement with the dancing school in the 
vicinity. Irene Castle is the recognized 
leader of modern dancing which immediately 
suggests splendid advertising value to these 

Using the prepared lobby cards and the 
twenty-four sheet which will supply cut-outs, 
you should arrange an elaborate entrance dis- 
play to attract the passerby. 


Marriage Tangle Released by Warner 

BRIEF: A picturization of the recently popular 
novel of the same name by Charles N orris. Monte 
Blue is the hero who seems unable to find him- 
self in the institution of marriage. Marie Provost 
is the first flighty wife. Directed by Sidney Frank- 

'T'HIS picture depicting the life of a man 
who is unsuccessful in marriage is unde- 
niably one with universal appeal. The lives 
of people in almost every conceivable station 
of life and the utter failure of marriage as 
an institution in every case save that one 
where the principals have practically no desire 
for the material things, make the subject 
matter for this story. That is what gives 
it its widespread appeal. 

"Brass" permits of a number of exploita- 

tion ideas some of which we have suggested 
before. One that has just occurred to us is 
this : Hook up with the hardware man in a 
display of brass and copper kitchen utensils. 
With them could be a sign reading: "These 
things are guaranteed of solid brass. They 
are absolutely guaranteed not to break. See 

'Brass' this week at the " 

You might also try this. Dress a man in 
some sort of a costume that will attract at- 
tention. Have him walk along striking a 
pair of brass cymbals. On him he will wear 
this sign : "It takes brass to do this. See 
'Brass' all this week at the " 

Box-office ^ 

Attendance Records Broken in » 
Every Section of the Country | 
with I 


From the Celebrated Novel 

Charles G. Norris 


Monte Blue 


Marie Prevost 

I Supported by Harry Myers, Irene 
Rich, Frank Keenan, Miss Du- 
pont, Pat O'Malley, Helen Fer- 
guson and others. 


•Harry Rapf Production 

Directed by 

Sidney A. Franklin 



Page 36 

Exhibitors Trade Review 


'A Lady's Name' 

Love Comedy Released by Selznick 

BRIEF: A young authoress, a bit fed up with the 
routine of affairs, advertises for a husband. One of 
the candidates is a butler who invites her the next 
day to tea. She accepts. During the repast the 
master walks in. She caps the climax by marrying 
the master. 

The name of this delightfully comic bit is 
good for exploitation work. Use the teaser 
type of ad. Write personal letters to the 
ladies of the neighborhood stating that you 
can implicate her husband if she is interested. 
The answer to this letter of yours should 
be an announcement of the showing of "The 
Lady's Name" at your theatre. 

After it is all over there are few who will 
fail to appreciate the joke and you will get 
them in a good frame of mind for your show- 

The one scene in the house of the man 
Norma finally marries, shows a beautifully 
furnished drawing room, pictures of which 
when used with a window display should be 
of value to the furniture dealer. Try and 
sign him up for a hook-up in this connection. 

You might also try the straight, dignified, 
mail campaign. Send what appears to be a 
personal letter to the men and women of the 

'The U. P. Trail' 

Early West Life Released by Hodkinson 

BRIEF: Another Zane Grey novel picturized. The 
incidents which occupy the lives of the Union Pacific 
trail blazers, woven into a real movie directed by 
Jack Conway. 

Here's a whale of a title for a teaser stunt. 
Have signs made with a large Diack arrow 
through the center of which is printed: 
"Follow the 'U. P. Trail.'" Tack these to 
the trees running along the avenue, or 
placard them on walls. See that they 
point in the direction of your theatre. Then 
on your street have signs reading: "Follow 
the 'U. P. Trail' to the Theatre." 

If you can get permission to do it, have 
the words, "Follow the 'U. P. Trail' " printed 
on the sidewalks in white and have the ar- 
rows pointing in your direction. 

You can make your lobby look interest- 
ing by making it resemble a log cabin. This 
can be done inexpensively by the use of 
rough-hewn logs, bright colored blankets, 
bows and arrows, Indian war clubs, old 
cartridge belts and stands of old fashioned 
fire-arms. You may be able to arrange to 
get these things free from the sporting goods 
stores if you will allow him space for an 
announcement card which tells the public 
they are his. 

'Love Is an Awful Thing' 

Comedy Released by Selsnick 

BRIEF: A delightful farce wherein two young 
couples get horribly entangled matrimonially and 
otherwise. In order to win his aunt's fortune, Owen 
Moore, as the hero, pretends to be married to his 
friend's wife. But it all works out and he gets the 
money and the girl he wants. 

When your showing for the week is a good 
wholesome comedy, don't fail to make the 
most of it. The public is always ready for 
a really funny comedy — ^not the slapstick sort. 
"Love Is an Awful Thing" holds tremendous 
possibilities in this respect. Moreover there 
is opportunity in putting it over thru wide 

Use the bride to enlist the merchant. A 
window of bridal attire could be immensely 
improved by the use of window posters and 
stills. Besides this the dealer could also use 
the name of the picture advantageously in 

a mailing campaign. Here is how that could 
be done. 

The merchant can get out a special bridal 
catalogue inclosing it in a letter like this: 
"Love is an Awful Thing" when you have to 
rush from store to store to get what you 
want for your outfit. But love is by no 
means an awful thing when you can come to 
(name of shop) special bridal department, sit 
back in a comfortable chair and order just 
what you want from the htondreds of samples 
our salespeople will gladly display for your 
approval. You can see specimens of some of 
our models in "Love is an Awful Thing" 
showing all next week at the Theatre. 

In all your advertising play up Owen Moore 
as the star. He is undeniably a drawing 

'A Dangerous Adventure' 

Jungle Love Released by Warner 

BRIEF: Two girls and their uncle go into Africa 
m quest of a buried treasure. They encounter wild 
animals, terrible natives and rampaging storms but 
they escape them all and are brought back by their 
sweethearts who have traveled to their rescue. Di- 
rected by Sam Warner. 

Tag a key with a number, and put it away 
where no one but yourself can learn what 
the number is. The key will be the one used 
to open a large treasure chest which you have 
on display in the lobby. The person holding 
the number which coincides with the one on 
the key will receive the contents of the chest 

.a brand new ten dollar bill. The only 

way in which a patron can secure a number 
is to purchase a ticket to a performance of 
"A Dangerous Adventure" which you are 
showing at your tneatre. 

Here you have the idea for an exploitation 
gag which carries publicity for the showing 
of the Warner production in two ways. You 
are inciting the urge to attend by the idea of 
a substantial reward for the lucky patron, and 
at the same time you are providing a fitting 
lobby display in the form of a treasure chest 
which should be arranged to look as genuine 

as possible to convey the impression that this 
is the very chest upon which the story of the 
picture depends. 

Since a number of the scenes feature wild 
animals and their habits you have a strong 
appeal to the school children on this score. 
You might stimulate interest from this source 
if you inaugurate an essay contest and offer 
a prize to the boy or girl who writes the 
best composition on the peculiarities of wild 
animals. This will also center the attention 
of the teachers and the school board. 

Something a bit more daring might be ac- 
complished if you can get hold of a "human 
fly." His stunt will always draw a tremen- 
dous crowd. On his back have him wear a 
sign, "This is a 'Dangerous Adventure.' But 
thi": stunt isn't nearly as thrilling as the pic- 
ture now showing at the Theatre." 

Also have several men or boys in the crowd 
holding similar signs nailed to long poles so 
that they can be easily seen. 

'A Man's Home' 

Luxury and Love Released by Selznick 

BRIEF: How sudden wealth almost blotted out 
love and caused sorrow to all, makes the subject of 
this fine photodrama featuring Harry T. Morey 
and Grace Valentine. 

Here's the most successful tie-up we can 
suggest. It has worked successfully with 
others and there's no reason why it shouldn't 
net you as good results. Get one of the 
newspapers to run the story of "A Man's 
Home" in serial form about four weeks be- 
fore its appearance at your theatre. The 
story makes excellent reading matter and 
once the public has read the story they will 
want to see the picture. In connection with 
this you should run straight copy and teaser 
ads in the same paper. 

Make use of the lobby cards and posters 
which have been prepared for this picture to 
make your theatre as attractive as possible, 
and at the same time to reach as many peo- 
ple as possible. 



Satisfied exhibitors have made money with 

"one week 





Another CERTIFIED Box Office Winner 

December 1, 1923 

Page 37 


Your Pleasure is Ours 
REVIEW in recommending 
Tried and Proved Pictures as a 
source of revenue is animated by 
a spirit which doesn't stop with 
mere recommending. 

These pictures have exploita- 
tion possibilities. Our storehouse 
of ideas is at your service. You 
hold the key to this storehouse 
by dropping us a line. Can we 
help you? It will be a pleasure 
to serve you. 

'The Abysmal Brute' 

Forceful Love Story Released by Universal 

BRIEF: The crude, uncouth Drute capable of finer 
things is finally brought to an appreciation of them 
thru the girl he loves. - He wins her esteem by 
carrying her off and marrying her. That night he 
wins his biggest fight since he entered , the ring. 
Directed by Hobart Henley. 

The "Abysmal Brute," Universal's pictur- 
ization of Jack London's story you should ex- 
perience no difficulty in putting across for a 
first or second showing. The picture con- 
tains vividly the struggles of real life, the 
clashes of contending forces which Jack Lon- 
don has himself experienced. Which is per- 
haps the reason why he has been able to in- 
fuse the story with the force and strength he 
has. The picture is a real he-man one, yet 
it has a fine love theme which will appeal 
to the women as well. 

The best angle for exploitation is perhaps 
the sport element which the picture contains. 
There is the boxing episode which could be 
used for store tie-ups, ring hook-ups and 
sporting page co-operation. Besides these 
there is an unusually fine opportunity for mak- 
ing profitable connections with the American 

Arrange with your Legion Post for an 
American Legion Day or Week during the 
showing, dedicating the entire engagement to 
the Legion and giving them a percentage of 
the profits. In return they would stage an 
advance prologue and would get behind the 
ticket sale, placing specially printed tickets on 
sale at cigar stands, pool rooms, etc. 

You might suggest for the prologue that 
they stage a two round bout between two Le- 
gion boys, or that they prepare a patriotic 
presentation in which propaganda for a mem- 
bership drive could be injected. _ 

If you succeeded in aranging this stunt, you 
would not only profit through the publicity 
you would gain in the public press, but the 
Legion would carry stories and ads in their 
"American Legion Weekly." 

'The Road of Ambition' 

Story of a Millhand Released by Sehnick 

BRIEF: Conway Tearle, an ambitious millhand, by 
diligent work completes a valuable invention and_ wins 
fame and position for himself. He meets a _ girl of 
the upper classes, loves her, and finally marries her. 

"The Road of Ambition," a Selznick picture 
featuring Conway Tearle, is the story of a 
mill hand who works nights to better himself 
and acomplishes his purpose, and the same 
time winning the love of the girl who once 
scorned him. It is a probable tale, and sug- 
gests several exploitation stunts. A good 
publicity idea is this. 

If your theatre chances to be in a milling 
town, have a special performance to which 
mill hands will be admitted free or partially 
free if they flash their employment cards at 
the door. Give this plenty of publicity, and 
in return you will probably get space in the 
local newspapers. 

Make your advertising campaign as simple 
as possible and placard the parts of the town 
where these people live. 

'The Flirt' 

Reckless Girl Life Released by Universal 

BRIEF: Once more we meet the pretty, indolent, 
pampered girl who because she is pretty _ can do 
anything she wants and get away with it. The 
picture has been made from the novel of Booth 
Tarkington under the direction of Hobart Henley. 
The cast includes a number of stars. 

Here's a picture that affords plenty of 
exploitation angles. First of all there is the 
name of Booth Tarkington which will carry 
your picture a long way. There is no deny- 
ing that he is one of the most popular au- 
thors of the day and his books are widely 
read. A special edition of "The Flirt" il- 
lustrated with pictures from the film_ is now 
on the market and you should certainly get 

together with the book merchant in handling 
this addition at the time of your showing. 

The universal publicity department has got- 
ten up a very clever little throwaway called 
"The Flirt's Book of Proverbs." These con- 
sist of a series of four little booklets each 
containing ten humorous sayings. A good 
way to work the distribution of these is to 
give the first and the second perhaps, wide 
circulation either through boys who will 
give them out or, if you prefer, through the 
mail. State on the second one that the other 
two of the series may be secured at the box- 
office by merely asking for them. 

These proverbs also make good teaser ma- 
terial for ads in the daily papers. You might 
use the first two in this manner and dis- 
tribute the others. 

There is a song on the market called "The 
Flirt." _ You would undoubtedly have no dif- 
ficulty in hooking up with the music store in 
the featuring of this song in connection with 
the showing of the picture. 

'The Flame of Life' 

A Coal Mine Tragedy Released by Universal 

BRIEF: An ignorant but noble worker in the coal 
mmes, saves the life of the overseer in a mine dis- 
aster which almost consumes her, too, and su'-ceeds 
m winning the admiration and love of the man. 

Using the title, "The Flame of Life" as 
a chat line you can effect a number of suc- 
cessful exploitation stunts. Arrange with the 
city or town officials to allow you t** place 
on every traffic sign or at each street cross- 
ing a sign which reads: "Drive carefully. 
'The Flame of Life' is privilege bestowed 
upon pedestrians as well as autoists." 

If any charity organization is launching a 
campaign at this time, make a deal to buy 
a certain amount of their tickets if they will 
allow this line to be printed with their ad- 
vertising material: "'The Flame of Life' 
IS due to all. Give and give 'till it hurts." 

Or this unusual scheme might net you good 
results. Costume a man in uniform with the 
words, "meter tester" on his cap and coat. 
Let him go from door to door. When the 
doorbell is answered have him ask how the 
gas is working. Then he will hand the per- 
son an envelope in which is contained a fac- 
simile gas bill on which is printed: "This 

is not a gas bill. It is an announcement that 

'The Flame of Life' opens at the 

Theatre (date). This stunt is sure to get 
the housewives talking. 

A good way to attract the eye is to arrange 
to burn four or five street torches such as 
are used for political campaigns, on the block 
on which your theatre is located. These 
flares are visible for from a great distance 
and will bring a large number of the curious 
to your door. 

Still another means of getting newspaper 
publicity is this : announce in your ads that 
anyone, man, woman or child, bringing a 
bucket of coal to the theatre will be ad- 
mitted free. The coal is to be distributed 
to the poor by you. This will not only se- 
cure for you a most gratifying arnount of 
good will in the community, but will prob- 
ably secure front page space in the newspa- 
pers as a feature story. 

And in addition to this you are opening 
an other avenue of exploitation, namely a 
tie-up with the coal dealer who may chance 
to be in your neighborhood. With the pub- 
licity your picture will be getting from the 
charity coal idea, signs and pictures in his 
window linking up his coal and the name of 
your picture, will probably be very beneficial 
to him, and of course, to you. 

If It's a Paramount Picture 

It's The Best Show In Town 


a James Cruze production. — An Al picture 
that will please them all. First class in every 
resi>ect and a good box-office tonic. This and 
"The Old Homestead" will sure boost your bank 
balance, so step on them hard. Both will stand 
up for the best you can say for the movies. 
— W. H. Goodroad, Strand Theatre, Warren, 
Minn. — General patronage. 

The Cheat 

with Pola Negri. — Pola Negri gives a wonder- 
ful performance in this attraction. A picture 
that will please all classes. Don't be afraid of 
this one. — Alex Steel, Strand and Princess The- 
atres, Farmington, 111. — General patronage. 

Lawful Larceny 

with a special cast. — This was absolutely one 
of the finest shows we have offered our patrons 
this sieason. Book this picture. Get behind it, 
boost it. You can't go wrong. Six reels. — 
Pfeiffer Bros., Opera house, Kenton, Ohio. — 
General patronage. 

The Law and the Woman 

with Betty Compson. — All that failed to see this 
missed one of the best shows that ever went on 
the screen. Showed this on Tuesday night. 
Small crowd, all well pleased. Reels in fine 
shape. No bad shows from Paramount to me 
yet. Seven reels. — G. L. Blasingame, Hall's 
Theatre, Halls, Tenn. — General patmnaee. 

^mmount pictures 

Prodigal Daughters 

with Gloria Swanson. — One of the best we 
have shown. Pleased 85 per cent. Six reels.— 
F. F. Von Court, Royal Theatre, Princeton, W. 
Va. — Small town patronage. 

The Trail of the Lonesome Pine 

with Mary Miles Minter.— Can you beat it' 
Ihis picture drew more people into my house 
than any other picture since I played "Robin 
Hood early last spring. When you can stand 
them out in a rain storm waiting for the second 
show the Picture must have a wonderful drawing 
P°^1T- ..'^f'^t's what "The Trail of the Lonesome 
o Tir ' that's going some these days.— 

R. W. Hickman, Lyric Theatre, Greenville, 111. 

What's Your Hurry? 

with Wallace Reid.— A real good picture and 
was surprised to see how they came out to see 
Reid play. This is the first Reid picture I have 
run m a long time, but had above the average 
crowd for Tuesday night. Probably this ac- 
counts for the increase in patronage. Five reels 
^ V-^-^^^*'^^' Beatrice Theatre, Haw River 
JM. C. — General patronage. 

The Exciters 

^yith Bebe Daniels.— This is good. Should 
satisfy any audience anvwhere. Best Daniels • 
picture we've ever run. Tony Moreno a knock-' 
Tt''*,! ™ J. Mason, Queen Theatre, ■ 

Mr Allen, Tex. — General patronage. 

Page 38 

Exhibitors Trade Review 


'The Beautiful and Damned' 


Flapper Film 

Released by Warner Man's Frailty 

Released by Selsnick 

BRIEF- A light-hearted, winsome flapper after 
flirting much and conquering many finally marries 
the grandson of a millionaire. The grandsire hopes 
mardage will tame the boy but it starts him on a 
wilder pace, his wife leading him on. Finally the 
worm turns and they both "settle down. 

THE style of headdress has changed, the 
shoes are different, the open top coat has 
given way to the snug wrap around model 
nevertheless a flapper is still a flapper. 
Which is reason enough why the interest in 
Warner's "Beautiful and Damned" has not 
yet waned and has still large audiences to 
whom it will appeal. 

The flapper boy and girl are the most 
talked of "class" at the present time. They 
are being condemned by many, scorned by 
some, and chan pioned by a few. But what- 
ever the attitude toward them, they have suc- 
ceeded in holding the conversational stage for 
three or four years now. All this is good 
reason to believe that a picture which is 
wholly "their story" has not yet exhausted 
itself. ^. J- 

The novel of F. Scott Fitzgerald from 
which the picture was made has had a tre- 
mendous sale, but has by no means exhausted 
itself. Get the book shop to tie-up with you. 
Both will find it very helpful. 

The merchants can be sold on the idea of 
a tie-up because of the tremendous value of 
the text of the picture and the posters in the 
sale of clothes for the flapper girl and boy. 
They can arrange corking displays and even 
initiate new styles on the strength of the pic- 
ture. Approach them and see how they eat 
up the idea. 

It is also possible to get the local paper 
to run the novel in serial form. If you can 
get space about four weeks in advance of the 
showing you will be delighted with the re- 
sults it will net you. 

'The Heart of Wetona' 

Indian Story Released by Selznick 

BRIEF: Norma Talmadge as a half white girl 
who has for a lover a good-for-nothing white man. 
Her father learns of the affair and determines to 
kill him. He mistakes Hardin, the hero, for the 
guilty man. Hardin, to protect the girl, marries 
her. She learns to love him and they live happily. 

JO one can deny that Norma Talmadge 
makes a charming Indian. Not the fiery, 
red face type, because she is half white, but 
the lovely looking, placid maid who thinks 
she loves and will do almost anything to save 
the one man she wants. All of which helps 
to make "The Heart of Wetona," the Selz- 
nick production, interesting and picturesque. 
Indians make fine material for street ballys. 

Dress a man like an Indian chief and have 
him stalk thru the streets handing out hand- 
bills. You might also play up the same idea 
through a lobby display. It might also be a 
good idea to dress the ushers like Indians. 


Whole Evening's 

BRIEF: A wealthy man, self centered and selfish, 
is intent on nothing but his own afifairs. Even 
his pretty wife does not much concern him. On a 
hunting trip he meets a girl he likes. Her lover 
suggests fighting for her. He finally does, but in- 
stead of taking the girl he goes to his wife with his 
new found manliness. 

THE hunting scenes in this film are the clue 
to a successful tie-up with the sporting 
goods merchant and the department store or 
specialty shop handling riding habits. Their 
window displays can be improved many times 
by the use of poster cards and stills of the 
picture. It might also be efifective, if it is 
possible to arrange it, to have a large peacock, 
the symbol of conceit, conspicuously displayed 
in the window. Another interest arouser 
might result from the employment of a mirror 
in front of which stands a figure dressed in a 
riding habit. This too, would help convey 
the impression of "Conceit." 

You could make your lobby attractive by 
transforming it into a hunting lodge, using 
posters to link up the idea with the picture. 
If you would rather not go to quite so much 
expense, you might just give a suggestion of 
the thing by a large campfire whose redflame 
effect is supplied by concealed red electric 

'The Woman Game' 

Society Life Released by Selznick 

BRIEF: A woman who has known better days 
gets her daughter into society in the hopes of getting 
a rich husband for her. The girl is pretty, plays 
the gfame and wins the love of a fine man. She con- 
fesses she is playing a trick, but he laughs and takes 
her to his heart. 

A STUNT that will attract the idea of the 
passerby and in most cases (if he isn't 
too hard boiled) will arouse his curiosity is, to 
hang from every available hanging place in 
the lobby, cardboard hearts of all colors, 
sizes and description. Just have a large ques- 
tion mark in the center of each heart, nothing 

"The Woman's Game" ends with the 

lovers happily perched in their love nest in 
the suburbs. Doesn't this suggest anything to 
you? Of course, that's the idea. Get the 
insurance man to put some of these posters 
and stills in his window with a tiny model 
bungalow. Who knows, some happy couple 
may chance to pass and decide to get mar- 
ried immediately in order to own one like 
that. Your ad should urge them before tak- 
ing the final step to see the picture to get 
some pointers. 

It might not be a bad idea to carry on a 
mail campaign directed toward the young 
women of the town. Get confidential and of- 
fer them advice on how to get THE man. 
Advise them to see how Elaine Hammerstein 
turned the trick. 

'Riders of the Dawn' 

Wheat Belt Story Released by Hodkinson 

BRIEF: "The Desert of Wheat" by Zane Grey, 
picturized and rechristened "Riders of the Dawn." 
Directed by Hugh Ryan Conway. . 

ANY idea which is suggestive of the type 
of activities which characterize the Ku 
Klux Klan, has an appeal to the general pub- 
lic at this time. Whether they are in sym- 
pathy or opposed to this type of organiza- 
tion, they are, nevertheless, interested in see- 
ing how they work. The Night Riders, in 
this picture are an organization formed to 
eliminate from the community, a gang of 
plunderers and murderers who are rnenacing 
the inhabitants. The story, besides this, holds 
a love theme which is stirring and genuinely 
exciting. The hero of the play is also a 
war hero. 

All these themes suggest plenty of exploita- 
tion ideas. The latter may be the basis for 
the enlistment of the support of the Ameri- 
can Legion with whom you could arrange 
for the sale of tickets in return for which 
you would give them a certain percentage of 
the total receipts. 

You are sure to attract attention by the 
appearance in the streets of a man on horse- 
back, dressed like an Indian. 


Are new to your pa- 
trons if you haven't 
placed them 


rjfj rt with Virginia Valli and 

/ he OtOrm House Peters 

TTnivp-sal Jewel 
"Buy this. Get behind it."— Pastime Theatre, 
Kansas, III. 

"Box office attraction." — Spicer Theatre, Ak- 
ron, 0. 

"Big crowds. Simply great." — Majestic The- 
atre, Oakland, Neb. 

Directed by Reginald Barker 

Foolish Wives 

"Tremendous business." — Janet Theatre, Chi- 
cago, III. 

"Very big business." — Loews Theatre, Chicago, 

"Had a record crowd." — Broadway Theatre, 
Cisco, Tex. 

Universal Super Jew el 

Universal Tewel 

Triflins with Honor Tt'^'cast^' 

"Good audience picture to big business." — 

Strand Theatre, Altoona, Pa. 
"Week's excellent business." — Rivoli Theatre, 

St. Louis, Mo. 
"Went over big here." — Rex Theatre, Wahoo, 


Directed by Harry Pollard 

The Flirt 

with an all star cast 
Universal Jewel 
"Capacity business. Get it if you have to steal 

it." — Brooklyn Theatre, Detroit, Mich. 
"A money maker. Best picture of the year." — 

Electric Theatre, Atwood, Kans. 
"Grab this. It will make you money." — Paul- 
ick Theatre, Mascoda, Wise. 

A Hobart Henley Production 

■• Starring 

The Abysmal BrwfeREGiNALD 

"Drawing card. Don't pass it up." — Majestic 
Theatre, Eureka, Mont. 

"100 percent. A real knockout." — Maxine The- 
atre, Imlay, Mich. 

"A real special. A knockout." — Rex Theatre, 
Colby, Wise. 

A Hobart Henley Production 

The Shock St-nng lon chaney 

"Oh, boy 1 Grab this quick." — Noble Theatre 

Marshfield, Oreg. 
"A 100 percent picture." — St. Dennis Theatre, 

Sapulpa, Okla. 
"A riot! Exhibitors can clean up." — Merrill 

Theatre, Milwaukee, Wise. 

Universal Jewel 

Hunting Big Game in Africa 

"Biggest business in history of house." — Orpheum Theatre, Red Bluff, Cal. 
'Unbeatable. Got the crowd and the cash.' — Lyric Theatre, Bainbridge, N. Y. 
"Record-breaking business." — Auditorium Theatre, Newark, O. 

Advertised in the Saturday Evening Post 


carl laemmle, 

■/il President 

December L 1923 

Page 39 


I Feature Release and Review Digest | 

1 In This Department Is Delivered to You the Condensed Form of All Release Data. Productions Available for J 

S Booking Are Arranged by Months. Future Releases Are Listed Under "Coming Productions." In | 

g the Outer Columns of Each Page Are the Highlight Opinions of the Press on Current Features. 1 


French DolF Wins Over 
Doubtful Critics 

Metro Feature Forces Favor 
With Miss Murray's Pep 

"VrOU may like Mae Murray in 
"The French Doll" or you 
may not, says Polly Wood in 
the Chicago Herald Examiner, 
"but there are lots of fans who 
think Mae is quite all right. In 
fact the theatre was packed with 
them." "They struggle hard to 
get a chance to see her picture," 
according to Genevieve Harris of 
the Post, Chicago, who adds: 

Little does a Mae Murray admirer 
care what anyone thinks of his favor- 
orite. You can call her a poser, af- 
fected, simpering, ridiculous, but there 
are many who like her twists, her quirks 
and her posturings. 

In explaining the cause of her 
popularity the Newark (N. J.) 
Ledger calls her "piquant, fasci- 
nating, even more fetching than 
ever," and goes to great lengths 
in praising her gowns. Gor- 
geousness of sets is the highlight 
of the production according to 
the Indianapolis News, which 
says in part: 

The lavishness of the picture is some- 
thing to cause one to sit up and take 
notice. Especially notable for its rich- 
ness is the fete scene in which Miss 
Murray has the opportunity to show 
her ability as a dancer. 

"With Miss Murray it has al- 
ways been a matter of personal- 
ity," we are told by the San 
Francisco Chronicle, but a new 
phase of her charm is pointed 
out by this paper, which states: 

This picture shows that Miss Murray 
is improving somewhat in the art of act- 
ing. Now that she is giving us person- 
ality plus impersonations, the effect is 
all the more delightful. 

As to the comedy element of 
the feature, "it must be humor- 
ous," admits the Chicago News, 
"or it could not keep the aud- 
ience constantly rippling." 

"It is laughable at times and 
other times borders on the ridic- 
ulous" adds the Indianapolis 
News, and the Chicago Ameri- 
can sums it up in these words: 

There is a commingling of slapstick 

and sophisticated comedy — a kippered 

kod going out for a stroll with a fragile 
silk-clad puppet. 

There seems to be little doubt 
as to the dancing ability of Miss 
Murray. "In this one it is safe 
to say that she surpasses her 
former exhibitions," we hear 
from the Chicago News, which 
goes on to say: 

This is partly due to stagecraft. Her 
dancing is performed on a pavilion at 
the edge of a pool, so that her move- 
ments are doubled in the gleaming 
water. The dance is the highlight of 
the picture. 

In summing up the picture we 
are told that it is "vivid and 
alive and that it takes on a 
swiftness of action, and delicious 



Feature Star Director Distributor Length 

Bargains Special Cast Not credited. . Burr Nickle .5,000 

Below Rio Grande Neal Hart Not credited. . Steiner, S.R. 5,000 

Counterfeit Love Special Cast Not credited. . Playgoers ...5,000 

Critical Age Special Cast McRae Hodkinson ..4,504 

Daughters of Rich Special Cast Foreman Preferred ...6,000 

Desert Rider Jack Hoxie Hoxie Sunset Prod. 5,000 

Devil's Partner N. Shearer Not credited. . I nd. Pict. ..5,000 

Divorce J. Novak Bennett F. B. O. ..6,000 

Don Quickshot Jack Hoxie Marshall Universal .. 5,000 

Exciters Daniels-Moreno ..Campbell Paramount ..6,000 

Fog Harris-Landis Powell Metro 6,541 

Heart Raider ^gnes Ayres Ruggles Paramount ..5,075 

Last Moment Special Cast Meehan Hodkinson ..7,000 

Man of Action D. MacLeao Home First Nat'l ..6,000 

Mich. O'Halloran Irene Rich Meehan Hodkinson ..7,000 

Mysterious Witness Robt. Gordon Zehff F. B. O. ..4,822 

Only 38 Special Cast W. De Mille .Paramount ..6,000 

Paddy Next Best Thing Mae Marsh Cutts Al'd P.&D. 6,000 

Railroaded H. Rawlinson ...Mortimer ....Universal ...5,000 

Sawdust Gladys Walton ..Conway Universal ...4,940 

Sun Dog Trails Special Cast King ^rrow. S. R. 4,586 

Suzanna Wabel Normand ..F. R. Jones ..United Art'ts 5,966 

Trifling With Honor Special Cast Pollard Universal ...7,785 

Western Blood P. Morrison Not credited. . Sanf'd S. R. 5,000 

Woman Four Faces . . . .Compson-Dix ....Brenon Paramount ..6,000 

Youthful Cheaters ^lenn Hunter Tuttle Hodkinson ..6,000 


Feature Star Director 

Brass Bottle Special Cast Tourneur ... 

Children of Dust Special Cast Borzage 

Children of Jazz Special Cast J. Storm . . . 

Desert Driven Harry Carey Val Paul ... 

Flying Dutchman Snecial Cast Carleton ... 

Forbidden Range Neal Hart Not Credited 

Gentlemen O'Leisure ....Jack Holt Henaberry .. 

Homeward Bound Thos. Meighan .. Ralph Ince . 

Itching Palms Special Cast Home . 

Law of Lawless D. Dalton Fleming 

Love Piker Anita Stewart .. Hopper 

Man Between Special Cast Finis Fox . . 

Man's Man T. W. Kerrigan . Not credited. 

McGuire of Mounted . . Wm. Desmond - . O. Appel . . . 

Penrod and Sam Snecial Cast W. Beaudine 

Rapids Harry Morey ... Hartford ... 

Self Made Wife Special Cast Dillon 

Shock, The Lon Chaney Hillyer 

Shootin' for Love Hoot Gibson . . . Sedgwick . . . 

Skid Proof Charles Jones .... S. Dunlap . . 

Stormy Seas WcGowan-Holmes McGowan . . 

Trilby Special Cast Young 

Victor H. Rawlinson .... Laemmle . . . 

Distributor Length 

First Nat'l .6.000 
. First Nat'l . 
, Paramount . 
.F. B. O. . 

F. B. O. . 
. Steiner, S. . 
.Paramount . 
. Paramount . 

F. B. O. . 
.Paramount . 
, Gold-Cos. . 
.Asso. Exhib, 
. P. B. O. . . 
. Universal . . 
.First Nat'l . 
. Hodkinson . 
, Universal 
, Universal 
. Universal . . 

.Fox 6,000 

. Asso. Exhib. 5.000 
.First Nat'l . .7.307 
. Universal . . .4,888 



5,160 t 


Feature Star 

Alias Night Wind Wm. Russell 

Broken Wing Special Cast 

Circus Days Jackie Coogan .. 

Common Law Griffith-'Tearle ... 

Destroying Angel Leah Baird 

Dulcy Con. Talmadge ... 

Fighting Blade R. Barthelmess .. 

Harbor Lights T. Moore- Elson .. 

Hollywood All star cast 

Human Wreckage Mrs. W. Reid . . . 

Huntress Colleen Moore ... 

If Winter Comes Special Cast 

Legally Dead Milton Sills 

Little Old New York . . Marion Davies . . . 

Love Brand Roy Stewart .... 

Man Who Won. The ...Dustin Farnum .. 

Miracle Baby, The Harry Carey 

Out of Luck Hoot Gib'ion 

Purple Highway, he .... Kennedv-Blue . . . 

Salomy Jane Logan-Flynn 

Scarlet Lily, The K. McDonald ... 

Second Hand Love Chas. Tones 

Shadows of North Wm. Desmond ... 

Soft Boiled Tom Mix 

Snoilers. The Soecial Cast 

Tea With a Kick Snecial Cast 

Three Wise Fools Snecial Cast 

ripped Off Snecial Cast 

Yesterday's Wife Rich-Percy-Dayton 

Director Distributor Length 
J. France ...Fox 5.000 

Forman Preferred 

Cline First Nat'l 

. .6.176 

Archinbaud . Selznick ...7,52: 
Not credited. . Asso. Exhib. 5,640 

Franklin First Nat'l ..e.Rl'' 

Robertson ... First Nat'l ..87'" 
Not credited. . Asso. Exhib. 5,000 

Cruze Paramount ..8.197 

T. Wrav F. B. O. ...7M^ 

Reynolds First Nat'l . 6.336 

Millarde Fox 11.250 

Parke Universal ...S.OOO 

Olcott Gold.-Co<!. .10336 

Paton Universal ...5,000 

Not credited. . Fox 5.000 

Not credited.. F. B. O. ...5.624 
Sedewick ....Universal ...6.000 

Kolker Paramount ..6.574 

Melford Paramount ..6.270 

Shertzinger .. First Nat'l .16.000 

Not credited .. Fox 5.000 

Not credited. . Universal . . .5.000 

Blvstone . . . . T^ox 7,054 

Hillyer Goldwyn 8,928 

Vic Halpern . Asso. Exhib. 5.000 

Vidor Gnldwyn ....6,946 

Not Credited . Playgoers . . . 5.000 
I^Saint C. B. C. ...5,800 

'Eternal Struggle' Gets 
Hesitant Praise 

All Like Metro Picture for 
Beautiful Scenery 

'y HIS picture is "just another 
of the eternal Canada North- 
west films," we are told by the 
New York Review, and "is the 
type that dies as the art devel- 
ops," but the Philadelphia Led- 
ger points out that even though 
it is tiresome, it has some good 

Of this type of picture there is no end. 
But this does not mean that the Eter- 
nal Struggle is without merit. The crisp 
action, the suspense, and the fine exter- 
ior shots make this an entertaining pic- 
ture. And that is as much as one can 
expect from a theme no longer novel. 

"Thrilling realism is the key- 
note," comments the Philadel- 
phia Public Ledger, while the 
Inquirer reads: 

It is replete with thrills, with love and 
hatred, and with scenes of the North- 
land that only men and women who 
dwell along the countless miles of ice 
and snow could furnish. 

As to the scenic effects, "every 
foot is a beautiful picture," we 
are told by the N. Y. Evening 
Post, and the Baltimore Sun 
goes to great lengths in praising 
its setting grandeur: 

The backgrounds have been handled 
cleverly. The marvelous scenes are 
sometimes more expressive than the most 
emotional acting. These stretches of 
calm mountains make a marvelous set- 
ting for the vividly active story. 

That certain sections of the 
country feel differently about the 
theme is revealed by the state- 
ment of the Seattle Times: 

It is the finest photoplay that could 
possibly be screened. 

In contrast with the Baltimore 
News, which pokes fun at it: 

In the Royal Northwest as sure as 
gun's iron the policeman will have to 
arrest his wife or his mother. It hap- 
pens again in the 'Eternal Struggle.' 

As to the cast, the Cleveland 
Plain Dealer says: 

We see a tried and tested company 
of celluloid performers acting out this 
little drama, among them are Renee 
Adoree and Earl Williams. Renee 
Adoree stands head and shoulders above 
them all for excellence of performance. 
Miss Adoree's face is not always pretty, 
but it is nearly always expressive. 

"The story is commonplace," 
says the New York Review, 
and "obvious in detail and de- 
velopment, but certain scenic ef- 
fects are fine." They go on to 
praise the photography : 

Also there are some beautiful long 
shots of the dogs and sled, which are 
carrying our heroine into the great ice- 
field of the Northwest. 

Taking the production as a 
whole, the consensus of opinion 
seems to be that it is "full of ac- 
tion," and shows a "lot of 
healthy outdoor scenery." 

Page 40 

Exhibitors Trade Review 

'Drivin' FooF Declared 
Fast and Funny 

Hodkinson Picture Suffers 
Diversified Opinions 

FEW of the metropolitan 
critics differ on the point 
of "The Drivin' Fool" being fast 
and funny. It is also almost uni- 
versally acclaimed as pleasantly 

On several issues, however, 
their opinions vary. Probably 
the most complimentary critic is 
Norman Lane in the N. Y. 
American who says, under the 
heading of "Fastest Picture 
Here This Season,' 'that it is "a 
realistic effect of breathlessness 
quite in keeping with the title 
and the spirit of the story." 

Lane closes with the abridge- 

There is more scenery than acting. 
Most of the story is told in five minutes 
and the rest of the film is devoted to 
the cross-country trip. 

It is cut after the "same fam- 
iliar pattern" as Wallace Reid's 
well known racing pictures, we 
are told by the Cleveland Plain 
Dealer, but it "moves rapidly," 
and Wally Van fits the princi- 
pal role "admirably." This paper 
finishes its review by calling it: 

Improbable, frothy stuff, but it's fast. 
The work of Wally Van and the Negro 
player, Jesse Aldrich, makes it pretty 
consistently amusing. 

Mae Tinee in the Chicago Tri- 
bune limits her qualifications to 
it being "as a program offering, 
funny in spots and — fast." The 
Tribune winds up by saying: 

I shouldn't advise you to pass up any 
whizzes of films to witness "The Drivin' 
Fool," but if you have an idle hour 
you don't know what to do wiht, I don't 
think it vrill bore you. 

Carl Sandburg sums it up as 
"better than the ordinary pic- 
ture and describes the story at 
great length in the columns of 
the Chicago News. 

The high speed, high gear, ready ac- 
celerator age in which we live is reeled 
off in its reels. It has the wild rides 
across the continent, by means of 
which the hero blocks the flimflam game 
against his father, and wins a vfife for 

The N. Y. Journal review is 
in a happier vein. It speaks of 
the Hodkinson film as: 

One of the joyous farces that coax the 
spectator into settling comfortably into 
his seat to laugh his heartiest. It does 
not attempt to be reasonable in all of 
its incidents, but who cares, as it is so 
downright funny. 

"Why make a hero of a reck- 
less driver?" asks Genevieve 
Harris in the Chicago Post, ap- 
parently overlooking for the 
moment the real box-office value. 
Probably embittered with that 
thought, she throws emphasis on 
the same weak point several 
other reviewers mention in pass- 
ing. It is: 

That it is reminiscent of those auto- 
mobile comedies the late Wallace Reid 
made so enjoyable, and in many respects 
so similar as to force comparison, which 
is distinctly uncomplimentary to this 

The general consensus of 
ooinicpn seems to be, as the N. 
Y. World says, that it is "su- 
perficially entertaining chiefly be- 
cause it makes no pretense of 
being anything else." 


Feature Star Director Distributor Length 

Age of Desire Select Cast Frank BorzageFirst Nat'l ..5,174 

Barefoot Boy All Star Kirkland C. B. C. ..5,800 

Bhnky Hoot Gibson .... Not credited. . Universal ...6,000 

Bluebeard's Eighth Wife. Gloria Swanson .. S. Wood Paramount ..5,960 

Bright Lights of Br'dway. All Star Campbell Principal ...6,765 

Broadway Gold E. Hammerstein .Dillon Iruart 6,814 

Call of the Wild, The.. Buck Fred Jackson . Pathe 8,000 

Chapter in Her Life, A .All Star Lois Wilson .Universal ...6,330 

Cheat, The .Negri-Holt Fitzmaurice ..Paramount ..7,413 

Clean Up, The H. Rawlinson ... Parke Universal ...5,000 

Covered Wagon, The ..Special Cast Jas. Cruze ...Paramount .10,000 

Dajrtime Wives Derelys Perdue ..Not credited. . F. B. O. ...6,051 

Eleventh Hour, The . . . Mason- Jones Duming Fox 

Enemies of Women L. Barrymore .... Crosland Goldwyn ..10,501 

Eternal Three, The Special Cast M. Neilan ...joldwyn ...6,845 

Exiles, The Doug MacLean ..Not credited. . Goldwyn ...10,000 

Fair Cheat, The All Star King F. B. O. ...6,000 

French Doll, The Mae Murray R. Z. Leonard. Metro 7,000 

Going Up Ingraham Asso. Exhib. 6.053 

Gold Diggers, The Hope Hampton .. Beaumont ...Warners ....7,500 

Gold Madness Guy B. Post Thornby Principal ...6,000 

Green Goddess, The .... Special Cast Sidney Olcott , Goldwyn 9,100 

Gun Fighter. The William Farnum .Not credited. . Fox 5.000 

Haldane of the Sec. Serv.Houdini Houdini F. B. O. ...5,000 

Hell's Hole Chas. Jones Not credited. . Fox 5,000 

Her Reputation Special Cast J. Wray .... First Nat'l ..6.566 

Hunchback of Notre DameLon Chaney W. Worsley . . Universal . . 12,000 

Lawful Larceny Gray-Naldi-Nagle. . Allan Dwan ..Paramount .5.503 

Lone Star Ranger Tom Mix Not credited. . Fox 6,000 

Main Street Blue-Vidor Beaumont ...Warner's ...8,000 

Marriage Maker, The . . . Ajn-es-Holt Wm. deMille .Paramount ..6.295 

Merry Go Round Philbin-Kerry . . . R. Julian Universal . . 10,000 

Monna Vanna Lee Parry Eichberg ....Fox 8,000 

Mothers-In-Law York-ClifFord-GlassGasnier Preferred ...6,725 

Potash-Perlmutter Bernard-Carr Badger First Nat'l ..7.000 

Puritan Passions Glenn Hunter . . . . Tuttle Hodkinson ..6.600 

Red Lights Special Cast C. Badger ...Goldwyn 6,841 


Distributor Length 
Preferred .... 6.000 
First Nat'l 10,000 
.First Nat'l 7,000 

Feature Star Director 

April Showers Harlan C. Moore Tom Sorman 

Ashes of Vengeance ...Norma Talmadge .Frank Lloyd 

Bad Man, The Holbrook Blinn . . Edm. Carew 

Big Dan Charles Jones . . . Wm. WellmanFox 

Cameo Kirby John Gilbert Jack Ford . . Fox 7.000 

Dancer of the Nile, The'Special Cast Wm. P. Earle.F. B. 6,000 

Day of Faith, The ....Special Cast ....Browning ....Goldwyn 

Desire Soecial Cast Harry Garson Metro ... 7,000 

Does It Pay? Hope Hampton . .Charles Horan Fox 7,000 

Drifting Priscilla Dean 

Eagle's Feather, The . . . Special Cast . . 
Eternal Struggle, The . . Special Cast . 
Exiles, the John Gilbert . 

. Metro 
.Fox . . . 

Flyin' Fool, The Tom Mix Not credited. . Fox ... 

~ "■ ■ ~ ~ . . - . .Frank Crane Asso. Ex 

. Tod BrowningUniversal 
.Edw. Sloman .Metro 
. Reg. Barker 
.E. Mortimer 



.Harry Millard Fox 

Campbell .... Fox 5.000 


Foohsh Parents Special Cast 

Governor's Lady, The . . Special Cast 
Grail, The Dustin Farnum 

Held to Answer Special Cast . . . .Harold Shaw Metro 

In the Palace of King . . Special Cast . . . .Emmett Flsmn Goldvyyn 

Lights Out Ruth Stonehouse.Fanpell F. B. O. 

Lone Fighter, The J. B. Warner ...Not Credited Sunset .. 

Long Live the King ...Jackie Coogan . . .'chertizenger Metro 

Meanest Man in World .Special Cast Eddie Kline . First Nat'l .5.000 

Men in the Raw Jack Hoxie Geo. Marshall. Universal .. 5,000 

Mile a Minute Romeo . Hillyer 

Mirarle Makers Special Cast . ..Van Dyke ...Asso. Ex. 6 000 

No Mother to Guide Her Genevieve Tobin . Horan Fox 7,000 

Ponjola Special Cast ... Donald Crist .First Nat'l .7.000 

Prince of a King^ A . . . .Dinky . Albert_ Austin Selznick 6,000 

Printer's Devil, The .... Wesley Barry 

Puritan Passion Soecial Cist . . 

Ramblin' Kid, The Hoot Gibson . . 

Shattered Faith Soecial Cast . . 

Six-Fifty, The Welsh-Adoree . . 

Slave of Desire Special Cast . . 

Steadfast Heart. The . . . Soecial Cast . . 
Sting of the Scorpion . .Edmund Cobb . . 

Thundergate Soecial Cast . . 

Times Have Changed . . . William Russell 
Way of the Transgressor Special Cast .. 

What Love Will Do ...Kenneth McDonaldNot Credited .Sunset 
Wild Party, The Gladys Walton ...Her. Blashe ..Universal 

Wm. Baudine. Warner's . 

Frank Tuttle Hodkinson . 8.000 

. E. Sedgewick. Universal .. 6.000 

.J. J. Ormont. Independent 6.000 

.Nat Ross . . . Universal . . 5.000 

. G. V. Baker. Goldwjm .. 7,000 

.Sheridan Hall Goldwyn . . 7,000 

.Rich. Hatton .Arrow 5,000 

. T. De Grasse First Nat'l . .7,000 

.Tames Flood Fox 5,000 

Wm. J. Craso. Independent 5,000 

" " " ■ " 5.000 


Feature Star Director Distributor Length 

Blow Your Own Horn .Lewis-Perdue T. W. Home ,F. B. O. ..6.000 

Crooked Alley : Special Cast Robert Hill . Universal .. 5,000 

Dangerous Maid. The . . C. Talmadge V. Heerman . First Nat'l 

Flaming Waters Eddie Hearn Not credited .. F. B. O. ..6,000 

Flaming Youth Colleen Moore ...Jack Dillon . First Nat'l 

Hospitality Buster Keaton ...Jack Blystone Metro 5,000 

Human Mill. The Special Cast Alan Holubar Metro 

Jealous Husbands Special Cast M. Pourmeur . First Nat'l 

Kentucky Days Dustin Farnum ..David Solmon Fox 

Little Old New York ..Marion Davies .. Sidney Scott .Goldw3m 

Man, Woman, TemptationSpecial Cast ....Not credited. . Metro 

Mavtime Soecial Cast Gasnier Preferred 

Million tc Burn, A ...Herbert RawlinsonWilliam Parke Universal .. 5,000 

Pleasure Mad Special Cast Reg. Barker . Metro 

Rendezvous. The Special Cast .... Mar. Neilan . Goldwyn 

Scars of Hate Tack Livingston . H. G. Moody . Indeoendent 5,000 

Shifting Sands Soecial Cast ....Granville Hodkinson ..6.000 

South Sea Lo^e Vio'a Dana Not credited .. Metro 6,000 

Social Code, The Shirley Mason ...Oscar Atsel . Fox 

Thundering Dawn Kerrigan-Nilsson .Harry Garson Universal .. 7,000 

Thy Name Is Woman . . Soecial Cast F'ed Niblo . . Metro 

■W^anters, The Soecial Cast John M. Stahl First Nat'l 

When Odds Are Even ..William Russell .James Flood Fox 

'Why Worry' Makes Hit 

All Over Country 

Pathe Picture Proves Winner 
With Clean Fun 

P UN punctuated with thrills 
and "side-splitting situa- 
tions,'' are found in Harold 
Lloyd's latest comedv, according 
to the Syracuse (N. Y.) Post 
Standard. It is so packed with 
laughs that Robert Garland in 
the Baltimore (Md.) American 
has seen fit to count: "twenty- 
one shrieks, eighteen loud laughs, 
four screams, and any number 
of giggles and guffaws." The 
explanation of why it has been 
"lining up crowds for blocks," 
is offered by the Cincinnati Tri- 

Like all Lloyd comedies it is as clean 
as a hound's tooth. It fairly bristles 
with originality, has a real comedy story 
to tell, and smacks at no time of the 
old custard pie technique. 

Denying, however, that it is 
his best picture, a Baltimore Re- 
viewer tells us that it is not as 
"excitmg" as Safety Last nor 
as "unfailingly funny" as the 
Sailor Made Man, and the Kan- 
sas City Star goes farther in say- 
ing that: 

Compared with "Grandma's Boy." it 
hagit the same appeal nor artistry. 

However, it is a "whiz" when it comes 
t^^entertainment, and completely satis. 

"Like all comedies," it con- 
sists of "one gag after the oth- 
er is the Cleveland (Ohio) 
Jr'Iain Dealer's opinion, and "at 
3s the hills." 
The Detroit Free Press agrees 
with this statement, and calls it: 

T 1^" J* nonsense from first to last, with 

If you want to "laugh and 
/^4.'"..^^y^ the Cincinnati 
(Uhio) Tribune, you must go to 
see Harold Lloyd in "Why 
Worry," while the Detroit Free 
Press recommends it for melan- 
cholia : 

If you feel the need of a hearty laugh 
go see Lloyd pull the tooth of a giant- 
watch him fight to protect his sweetheart 
from the ruffianly revolutionists; see 
the giant throw the artillery of the 
enemy mto the river, and scare whole 
armies with his ferocious looks. It is 
a scream from first to last, with just a 
few thriUs thrown m for good measure. 

Harold himself is pointed out 
as "the greatest fun-maker in 
the world" by the Syracuse (N. 
Y.) Post Standard, and lives up 
to his_ reputation of "never giv- 
ing his audience anything sour 
or soggy." The Cincinnati 
(Ohio) Enquirer gives him an 
enthusiastic send-off, and sums 
up its opinion in the statement: 

He is without doubt the screen's most 
gifted comedian, and one of the sin- 
cerest artists as well. 

Jobyna Ralston also comes in 
for her share of the honors, and 
in the Detroit Free Press is 

One of the prettiest actresses we have 
seen lately, with a wealth of curiy hair, 
unusually wide open, expressive eyes, 
and a figure that must be the envy of 
many a film actress. 

In conclusion the reviewers all 
seem to agree that it is "one of 
the best" of Harold Lloyd's pic- 

December 1, 1923 

Page 43 

Among the Showmen 

AH. SCHWARTZ, well known builder 
• and operator of theatres in Brooklyn, 
N. Y. (among them the Farragut, Rialto and 
Kingsway and the Merrick in Jamaica) is 
building a new theatre at 96th Street and Ja- 
maica Avenue, Woodhaven, L. I. Mr. Marcus 
Loew, under whose banner the theatre will be 
operated and Mr. Henry Clay Miner, are 
interested in this proposition. 

Mr. I. Libson, one of the leading local ex- 
hibitors of Cincinnati, expresses the senti- 
ments of his fellow exhibitors, when he of- 
fers support to the Theatre Owners' Chamber 
of Commerce of New York in their cam- 
paign against the Federal Admission Tax. 

J. A. Schuchert, who operates the Colonial 
and Columbia, at Buffalo, has returned from 
an extended tour of Europe. Joseph A. 
Schuchert, Jr., manager of the Columbia, 
gave his dad an enthusiastic welcome. 

C. L. Kendall has become manager of the 
Cincinnati office of the Vitagraph Company. 
He succeeds M. G. Shafer who recently re- 
signed to go in business for himself. 

Albany, Nov. 19 — Samuel I. Berman, secre- 
tary of the M. P. T. O. of New York State, 
was a visitor at the State Capitol. Mr. 
Berman arrived in town and called on a num- 
ber of exhibitors and at Schenectady he 
met a number of the exhibitors and discussed 
matters there. From Schenectady, Mr. Ber- 
man proceeded on to Utica, Syracuse, 
Rochester and Buffalo. ' 

W. C. Ansell, who seven years ago started 
his film career as salesman for Standard 
Film Exchange of Kansas City, has returned 
to his old job. 

"The Country Kid" starring Wesley Barry, 
has been booked by Harry Brouse, proprietor 
of the Imperial, Ottawa, for presentatior 
during Christmas Week, starting Monday, 
December 24th. He has enjoyed remarkable 
success through this policy of booking special 
children's features during the holidays. 

Sherman S. Webster, who recently resigned 
as a Goldwyn salesman, has left Buffalo to 
take over the management of the Hodkin- 
son office in Cleveland. 

Mr. Kerry, associated with the Cincin- 
nati office of Pathe has been promoted to 
branch manager at Memphis, Tennessee. R. 
O. Laws has taken his place in Cincinnati. 

C. Weinberg has been appointed manager 
of West Virginia territory for the Standard 
Film Service Company. He will work out 
of the Cincinnati office. Mr. Weinberg was 
formerly with Universal in West Virginia. 

M. Margolis, of the West Virginia branch 
of the Standard Film Service Company, has 
been transferred to Dayton, Ohio. 

M. W. Moir has sold the Grand Theatre, 
Eldora, I a., to L. F. Wolcott, of Sabetha, 
Kansas, who will be in active management 
of same. 

Julius Singer, who has opened up a new 
exchange in Omaha under the name of Co- 
lumbia Pictures Exchange announces that he 
has booked the entire series of the C. B. C. 
Film Sales Corporation output over the Hos- 
tettler Circuit to appear at an early date. 

Mr.Ralph W. Abbett has retired from ser- 
vice after eleven years of activity with the 
Indianapolis branch of the Universal Film 
Exchanges, Inc. He announces he will take 

a two months' rest and the intends entering 
into a new venture. 

David Borshon, the alert booking manager 
for West Coast Theatres, Inc., has secured 
the Jesse L. Lasky production, "Hollywood," 
a Paramount picture directed by James Cruze 
for all suburban houses, to be played imme- 

The Zicofe Corporation of Buffalo will 
build a new house in Westfield, N. Y., to take 
the place of the Grand theatre, recently de- 
stroyed by fire. Fred M. Zimmerman, 
Maurice Cohen and George Ferguson are in- 
terested in this company. 

W. D. Fite, a veteran exhibitor of Wichita, 
Kansas, and also of El Dorado, Kan., is at 
present "taking life easy" in Kansas City, 


Who successfully manages two very 
popular theatres in the south. The 
Rialto and Majestic Theatres, of 
Louisville, Kentucky. 

Ray Powers has resigned as assistant man- 
ager at the Goldwyn exchange at Buffalo, 
to become office manager at the First Na- 
tional headquarters. Ray is a nephew of 
"Pat" Powers. 

Robert W. Bender is the new manager of 
the Columbia Theatre, Seattle, Wash. 

J. H. Mayer, former publicity director for 
the Cincinnati office of the Universal Film 
Exchange, has been apopinted publicity direc- 
tor for Company D of "The Hunchback 
of Notre Dame." 

Tom Byerly, assistant manager of the 
Kansas City First National office, is passing 
around the "expensive" cigars .this week. 
Was not a future great light in the film 
industry left at Tom's home the other night? 
Bruce Byerly is the name. 

Jack Sobey, of Ashland, Pa., has leased 
the Shickshinny Theatre at Shickshinny, Pa., 
and has re-opened the place. 

Julius Boxhorn, the new musical director 
at the Mark Strand, in Albany, has a stick- 
pin which was presented him by the Em- 
peror Charles, of Austria. 

Phil Chakers has taken over the manage- 
ment of the Grand Theatre at Middletown, 

Messrs. Callahan and Ray have re-opened 
their Best Theatre at Palestine, Texas. 
The theatre has recently been re-decorated 
and made over. 

E. Frazier of Pittsburgh, Kansas, spent 
a week at the famous Excelsior Springs re- 
sort in Missouri a few weeks ago, and he re- 
ports that his health is much improved after 
the brief vacation. 

The first feature to be presented under the 
new policy of the Orpheum, Winnipeg, 
Manitoba, (a full-length moving picture 
feature and short releases, added to six vaude. 
ville acts, forming distinct performances) was 
"Her Fatal Millions" starring Viola Dana. 

Charlie Babcock of the Babcock theatre, 
Wellsville, N. Y., is recovering from an op- 
eration performed in the General Hospital, 

Harry H. Young, representative for the 
Universal Film Exchange, has been replaced 
in Columbus territory by L. E. Davis, their 
Cincinnati representative for the past six 
months. L. Sugarman has become the Cin- 
cinnati representative. 

B. Onie has sold the Victory theatre, Su- 
perior Avenue, Cleveland, Ohio, to J. Avery 
who has taken active management of same 
last week. 

William H. Lee, Philadelphia architect, has 
finished plans for the new Samuel Palmer 
High School at Palmerton, Pa. It will 
cost $350,000 and will be put up at once. Mo- 
tion picture facilities will be provided in the 

The policy of the Oxford theatre, Enid, 
Okla., owned by H. B. Manning, will be 
changed, motion pictures being shown one-half 
of the week and vaudeville the remainder. 

S. J. Davidson purchased the Empress 
theatre in Enid last week, while the Rialto 
theatre at Tulsa, Okla., owned by William 
Smith, has been re-opened after being com- 
pletely remodeled and refurnished. 

An 1843 dollar was received through the 
admission wicket at the Mark Strand thea- 
tre in Albany last week and is now being 
carried by Herman Vineburg, manager of the 
house, as a pocket piece. 

M. S. Barnett is now traveling through 
southern Ohio for the Universal Film Ex- 
change. He was with Warner Brothers in 
Cleveland for several years. 

The personal appearance of Gaston Glass, 
motion picture star, at the Apollo theatre, 
Kansas City, in conjunction with the show- 
ing of the picture, "Mothers-in-Law," proved 
to he attractive enough to obtain cuts and de- 
tailed stories in the newspapers. 

The new $200,000 Victoria Theatre of the 
Chamberlain Amusement Company of 
Shamokin, Pa., just opened at Mount Car- 
mel. Pa., been equipped with special drops, 
elaborate curtains and stage effects so road 
shows can be played as well as movies. 

T. Fortune has recently taken over the 
Dreamland theatre at Caedington, Ohio, 
formerly managed by E. C. Carter. Pictures 
will be the policy. 

Max Graf, supervising director of Graf 
Productions, stopped off in Buffalo to visit 
Henry W. Kahn, manager of the Metro ex- 
change. Larry Weingarten, director of pub- 
licity for Jackie Coogan Productions, was 
another West Coast luminary in town for a 
few days. 

Page 44 Exhibitors Trade Review 


Promenade lounge of Ambassador Theatre, looking from balcony entrance toward stairway leading to the lobby. It is furnished in exquisite 

taste with deep-cushioned divans, easy chairs and settees. 

Artists Acclaim Ambassador as Capital's Best 

Washington League Calls It Perfect Pictorial Setting, and Utilizes 
Promenade as Permanent Exhibition Place 

C RANDALL'S new Ambassador 
Theatre, at Eighteenth Street and 
Columbia Road, Northwest, Wash- 
ington, D. C, has been acclaimed one 
of the most beautiful playhouses in the 
United States by all who have viewed 
its many distinctive features. 

The exterior of the monumental 
structure is of limestone in straight 
lintel construction with a handsome 
copper marquise surmounting the 
Eighteenth Street entrance to foyer. 

Over this is hung a large perpen- 
dicular electric sign with a horizontal, 
multi-colored house sign also beautify- 
ing the flattened apex of the building 
directly upon the corner of the inter- 
secting streets. 

The lobby is a long and artistically 
embellished foyer that takes on the dig- 
nity of a salon with its marble stair- 
case and low hanging bronze lighting 
fixtures. From the Columbia Road end 
of the lobby rise the stairs to the prom- 
enade lounge that extends the length of 
the Eighteenth Street side of the build- 
ing, and leads directly into the balcony. 

'J'HE lounge is a spacious rendezvous 
furnished in exquisite taste with 
deep cushioned divans, easy chairs, 
settees, decorative lamps and a huge 
Japanese urn on a magnificent carved 

The beauty of this lounge is so 
marked that it was at once recognized 
as a perfect setting for paintings by 
the Washington Artists League, and 
that organization petitioned the Cran- 

dall executives to be allowed to make 
the promenade lounge their permanent 
exhibition place. 

The request was immediately ac- 
ceded to, and the lounge now hangs 
on its walls the finest works of the most 
talented of Washington's resident and 
visiting artists. As fast as pictures are 
sold off the wall they are replaced by 
new ones by the same artists. 

'P HE lounge, like all of the rest of the 
theatre, is carpeted with a striking 
gold and black patterned carpet of ex- 
ceptionally heavy pile. It is laid on 
thick padding to lend an added touch 
of richness, and do away with all noise. 
The auditorium proper is a dream of 

The lobby is a long and artistically embellished foyer, 
with marble stairs leading to the promenade lounge. 
The low hanging lighting fixtures are of bronze. 
Two ornamental box-offices are used. 

beauty done in the Italian Renaissance 
style with a color treatment of soft 
grey, buff, tan and blue tones set off 
with gold leaf on black. 

A T each side of the proscenium arch 
giant columns of Italian Senna mar- 
ble surmounted by huge gold vases, 
lend an added air of elegance to an 
architectural design and color treat- 
ment that stamp the Ambassador as an 
artistic triumph. 

The stage setting is another evidence 
of the thoughtful attention to detail 
that characterized the entire construc- 
tion of Washington's most beautiful 
amusement place. 

There are three sets of handsome 
satin hangings in canary and black that 
open one at a time to reveal the screen 
which stands well back on the stage. 

The accessories are such as to mag- 
nify the visual beauty of this extremely 
artistic conception of how best a mo- 
tion picture may be presented to the 
public. The proscenium draperies are 
of dahlia purple. 

r\NE of the most notable additions to 
the conspicuous beauty of the new 

Crandall house is the central ceiling 

dome lighting fixture. 

This unique feature of the house's 

triple-color lighting system contains 

760 light bulbs and can be thrown into 

blue, red or amber. 

This permits the perfect harmonizing 

of color and pictured scene, or the 

added aid of appropriate lighting for 

any orchestral overture. 

December 1, 1923 

Page 45 

From the center of this gently in- 
dented dome hangs a Tiffany leaded 
glass fixture draped with crystal pen- 
dants that supplies the last touch of 
beauty, and signalizes a new epoch in 
the theatrical annals of the national 

The Ambassador is supplied both on 
the orchestra and balcony floors with 
wide deep-cushioned leather seats with 
handsomely embossed gold and black 
plush backs. The aisles are wide and 
the exits far in excess of the number 
required by law. 

The ventilating and cooling system is 
the latest model Typhoon, operating 
with a set of giant fans which may be 
adjusted to exhaust or supply air, at 
will, either cool or heated. 

^ACK of the balcony on the promen- 
ade floor is another innovation in 
theatre design. At the head of the 
stairway which leads to the end of the 
lobby opposite the stairway mounting 
to the lounge is a spacious inglenook, 
furnished with easy chairs and divans, 
writing materials and large mirrors. 

There are retiring rooms for both 
men and women on both floors, the 
ladies smoking room on the orchestra 
floor being a dream of loveliness fur- 
nished in accordance with the most re- 
fined dictates of feminine taste. 

The Ambassador is also unique in 
that in addition to the resident mana- 
gers suite of offices, slightly below the 
orchestra floor level of the auditorium, 
there is a complete living apartment 
built in as an integral part of the play- 
house without interference with the 
commercial conduct of the theatre. 
The Ambassador was designed and 

The ladies' room on 
the orchestra floor 
is a dream of love- 
liness, furnished in 
accordance with the 
most refined dictates 
of feminine taste. 
The color scheme is 
soft grey, buff, tan 
and blue tones, set 
off with gold leaf on 
black. It is car- 
peted with a strik- 
ing gold and black 
patterned carpet of 
exceptionally heavy 
pile, laid on thick 
padding to lend a 
touch of richness. 

constructed under the personal super- 
vision of Thomas W. Lamb of New 
York City, probably the foremost thea- 
tre architect and engineer in the 
United States, 

His manager of construction contin- 
uously on the job during the erection 
of the building was Sol Rosenberger, 
whose experience and judgment had 
much to do with the completion of the 
playhouse on schedule time, 

T N addition to the symphony orchestra 
of twenty-five solo artists, under the 
conductorship of Bailey F. Alart, a 
composer-pianist with two comic opera 
libretti and several symphonic compo- 
sitions to his credit, the Ambassador is 
equipped with a huge new triple- 
manual pipe organ, installed by the W. 
W. Kimball Company of Chicago, The 

At each side of the proscenium arch are giant columns of Italian Senna Marble. These are surmounted by 
huge gold vases. There are three sets of satin hangings in canary and black that open one at a time. There 
are deep-cushioned leather seats vnth handsomely embossed gold and black plush backs. 

ornamental iron work, of which ex- 
tensive use was made, was furnished 
by the Wander Iron Works and the 
carpets were laid by S. Groome Aer- 
eckson of Washington. 

'pHE Ambassador, fourteenth link in 
the chain of Crandall Theatres in 
Washington and vicinity, is under the 
resident managership of Robert Etris, 
with Paul Hurney acting in the capa- 
city of assistant house manager. The 
projection booth is in charge of Edgar 
Tracey, one of the veteran projection- 
ists of the District of Columbia. 

Crandall's Ambassador is a strictly 
fireproof theatre with a total seating 
capacity of i6oo. It is built on the 
cantilever system of steel construction 
with the steel structure and the mason- 
ry interdependent at no point. 

The steel uprights have their footings 
on concrete slabs deeply imbedded in 
the earth, and the weight of the build- 
ing has been distributed over the 
.ground at the rate of two tons to the 
square foot instead of three tons as is 

This gives the building an added 
margin of safety beyond all reasonable 
demands. The roof framing is secure- 
ly riveted to the upright supports and 
at no place is there a wall-bearing piece 
of steel. 

The roof slab is of gypsum, much 
lighter than the concrete slab customar- 
ily used. The construction of the Am- 
bassador, in short, is such that should 
the walls be knocked away the bal- 
cony and roof would still stand intact. 

'pHE stage setting and projection 
booth equipment, among the most 
important of all the features in which 
the Ambassador stands preeminent, 
were designed and installed by Abe 
Dresner, manager of the Washington 
Theatre Supply Company. 

On the stage is a special Raven 
screen and the two box-oflices are 
equipped with two 4-unit ticket regis- 
ters that function automatically, all 
supplied by Mr. Dresner. 

Page 46 

Among the Showmen 

COLBY SHAW, former musical director 
of the Mark Strand in Albany, is now 
on the Pacific coast. 

"Marty" Williams, who last week resigned 
as manager of the Kansas City Vitagraph 
exchange to accept a position as salesman 
for United Artists, has been succeeded by 
George H. Ware, former salesman in the 
Kansas City territory who about two years 
ago was promoted to manager of the St. 
Louis office. 

Albany, Nov. 19 — Playing at prices ranging 
from 50 cents to $1.50, "The Covered Wagon" 
did a big business in Albany, N. Y. last 
week, at the Capitol theatre. It was the 
first time that a picture played at such prices 
in this city and there was much speculation 
as to the outcome. 

The Academy theatre has re-opened in 
Buffalo with pictures and tabs and with 
Al Sherry as manager. 

E. C. Clay, former F. B. O. salesman in 
the Kansas City territory, has joined the 
Fox force and will cover Western Kansas, 
while Harry Kirshbaum, who has been cover- 
ing Southwestern Missouri for Universal, left 
last week to join his former boss, L. W. 
Alexander, Chicago branch manager for 

Invitations have been issued by the Liberty 
theatre management of Kansas City to the 
Women's City Club to attend a preview show- 
ing of "Ashes of Vengeance" in the ballroom 
of the Peacock hotel Saturday night. An 
orchestra will furnish music and dancing is 
scheduled as part of the entertainment. 

Hostettler and Reinke, who now operate a 
circuit of motion picture theatres in Missouri 
and Kansas, have recently opened an office 
in the Main Street Bank Building at 1822 
Main Street at Kansas City, Mo. 

Bailey & Company of Brocton, N. Y., 
has been awarded a contract to rebuild the 
Grand theatre, Westfield, N. Y., the house 
that was recently destroyed by fire and which 
is owned by Mrs. Jessie Carlson and leased 
by the Zicofe Corporation of Buffalo. 

Theodore Roberts, showing on the Orpheum 
circuit in Kansas City this week found each 
hour of his spare time spoken for far in 
advance. Virtually all of the civic organ- 
izations and women's clubs requested Mr. 
Roberts to speak before them. 

Ed. Raymond, manager of the Orpheum 
Theatre, Wichita, Kansas, visited Kansas 
City on a business trip last week. He an- 
nounced the Orpheum Theatre will discontinue 
the showing of feature pictures and will here- 
after play vaudeville only. 

J. Hoshau is the new owner of the Star 
Theatre at Sarcoxie, Mo., having just re- 
cently purchased same from J. L. Neman. 
He will conduct same as a first-class mo- 
tion picture theatre. 

G. G. Fry opened his new Star Theatre 
at Omaha, Texas. His equipment includes 
motiongraph machines. Atlas booth and 
Gardiner screen. The theatre is modern. 

The Garrick Theatre at Dallas, Texas, 
was robbed of $375 in currency and several 
checks, but the robbers missed several hun- 
dred dollars hid in a money bag. 

Paper mills in certain sections of New 
York state are idle through low water con- 
ditions, and as a result motion picture theatres 
in these villages are complaining of a loss 
of revenue. 


(Continued from page S) 

that the flat rental price will be increased 
just the same as can the percentage. 

"Of course, the matter of determining per- 
centage, particularly in the case of the first 
run house, is not entirely an easy matter, 
as you can cite several big theatres where 
the picture is only a part of the entertain, 

"These houses when you are discussing 
percentage with their managers have to be 
treated differently than in the case of the 
houses where the picture is the whole show. 

"I am firmly of the opinion the exhibitor 
would be willing to play percentage if he 
were not afraid of where percentage would 
lead him. 

"U some plan could be worked out that 
would give the exhibitor assurance that per- 
centage would stay put, if some method could 
be employed whereby the percentage orig- 
inally adopted could be kept around an es- 
tablished figure and the exhibitor be given 
absolutely a square deal it would be the best 
way to arrive at picture values. 

Will Come as Necessity 

"I feel that eventually it will come into 
vogue, not by force, but as a necessity to 
prove true values. 

"As to the method of applying the percent- 
age of course there are varying opinions. 
The producer's contention is that if the house 
gets its expenses all out and then splits fifty- 
fifty that the fifty the exhibitor gets is profit 
and that the fifty the producer gets is not 
profit because the producer's pro rata nega- 
tive cost and cost of prints and distribution 
must come out of that fifty. 

"On this point the independent producer 
is in a different business on each picture, 
whereas the theatre man is there perman- 
ently with a tremendous investment, and it 
is a question whether the latter should not 

Exhibitors Trade Review 

have a shade of the percentage; that the 
percentage should be split fifty-fifty after the 
theatre man has deducted his overhead, the 
remaining 50 per cent going to the pro- 
ducer as his share of the cost and profit. 

"As the theatre man has a permanent in- 
stitution he can't walk away as the pro- 
ducer can at the end of any one of a series 
of pictures. 

"As to 'the percentage of the gross there is 
a question as to whether this is entirely 
practical because the exhibitor contends that 
on a bad picture the producer might register 
a profit against his loss and even on fair 
pictures a percentage of the gross to the pro- 
ducer could be profitable while the exhibitor 
might get a loss as result of running a pic- 
ture that didn't go over. 

Percentage Right Method 

"These are all questions that have got 
to be gone into thoroughly and worked out 
amicably as to what is the basic figure of 
percentage. I am certain that some time 
the producer and exhibitor will come to an 
understanding, because I don't think anybody 
questions that percentage is the right method 
of determining values if the right procedure 
can be found." 

"I am for percentage," said J. G. Bach- 
mann of Preferred. "I will take percentage 
deals with anybody or everybody on the first 
dollar on every picture. If we produce pic- 
tures that can't draw at the box-office we 
deserve a kick, and on the other hand if we 
have a good picture we want results and we 
know we will get it. That's all it narrows 
down to." 

"There's no healthy, beautiful road to the 
perfect basis percentage," said R. H. Coch- 
rane of Universal. There are a thousand 
and one factors entering into the problem 
and no two of them are alike. 

"Among these are the picture — rarely is 
one of the same value as the one which pre- 
ceded it from even the same company j the 
theatre, the neighborhood and all the sur- 
rounding circumstances. 

"It is one of the things that have got to 
be worked out individually, picture and 
house, and until that is done there will be no 
general adoption of percentage. In this offiice 
we welcome percentage when we can't agree 
on a production otherwise." 

"I have given that percentage thing a lot 
of thought," said Dr. W. E. Shallenberger, 
"but I doubt if it will work out, excepting 
in the finer houses. 

"I don't think the plan can be operated 
in the small towns on program pictures or 
where there are changes every day or every 
other day. So far as concerns serials you 
can't put them on a percentage basis any 
more than you can short subjects, yet an 
episode of a serial might bring a crowded 
house in spite of the presence of an ad- 
mittedly poor feature. Of course, it might 
be done in the case of a unit program." 



Velvet and Velour Curtains 

^0\)^ltp Scenic ifetutiofi 

220 West 46tli Street New Yoik Otty 



/ ^ 352 N. ASHLAND AVENUt \v 
^ THirAnn II I iMniQ 


CHICAGO, ILLINOIS best for iMt leAt money quickesi dliivery coiif^itss guaranteed 

December 1, 1923 

Page 47 

]SJ E w M u s I 

^ For Photoplays 



(A complete movie library in a nutshell) 

Let us tell you about it 
Can be used either with the orchestra or 
by itself 

Carl Fischer 

Cooper Square, New York 



Christ in Flanders 
Closer (L'Adoree de 
Mon Coeur) 
Colonel Bogey 
If Winter Comes 
Land of Might Have- 

Mill by the Sea 
On Miami Shore 
Phantom Legions 
Roses of Picardy 
Smile Through Your 

Some Day You Will 
Miss Me 
There's Silver in 
Your Hair 

VVhere the Lazy Mis- 
sissippi Flows 
World Is Waiting for 
the Sunrise 
In a Rose Garden 







Du Pare 






















de Freyne 




T. Acciani 


Suitability to Pictures 


La Grande 

First part till (S) 
or four bars before 

From Allegro Agitato 

Marche Heroique 

Spring Zephirs 
Waltz Intermezzo 

Danse Lithuanienne 

Land of the Blue Sky 
Symphonic Suite 
I. Prayer at Dawn 
from (1) till (3) 
from (3) till (6) 

from (6) till the 

II. By the Sea 
First part till Poco 
piu lente 

From (4) 

Land of the Blue Sky 
Symphonic Suite 

III. Festival at Sor- 

Londonderry Air 
My Heart's More 
Than Your Gold Can 

I Want to Be Loved 
Like a Baby 
Oriental Dream 
You Must Come Over 

I Don't Believe You 
Say it with a Ukulele 

Paque Rimsky-Korsakow 




O. Vessella Flowing 
Rimsky-Korsakow Lively 

Augusta Holmes 


A. Holmes 

Emma Rennie 
Jere De GrafiE 

Wm. Witol 

J. Leonard Ivory 

Art Conrad 
Art Conrad 
Art Conrad 






Emotional Love Scenes 
After Battle 

Picturesque Scenes 



Birth of Love 



Mother Scenes 

River Scenes 

Love Scenes 

Depicts yearning, love- 
sorrow. Being flexible and 
very melodious ; excellent 
as theme for forsaken 
sweetheart, wife or moth- 

Far-north snow scenes, 
lurking danger, deep sor- 
rnw, or as dr. 
Mysterioso (minor). Pur- 
suit, fight, etc. (monor) 
Mass meetings, political 

Joy, Exhibition dances, 

Russian Dance, also as 
light hurry (minor) 

Imposing Nature scenes, 
contentedness, calmness. 
Heavy Dr. Agitato (emo- 

For Dr. Climaxes 
(As a whole ; for dra- 
matic progressions). 

Whenever a slow mys- 
teriso is necessary 
Water scenes, also for 
love, friendship 

Italian carnivals, lively 
street scenes, or as a 
light hurry 

Comedy Scenes 

Scenes Oriental 

Love Scenes 

Chappel-Harms, Inc. 

Have You Heard Our 
Three Latest Hits? 

The World is Waiting for the Sunrise 
— If Winter Comes — 
Orchestra Catalogue on Request 


41 East 34th Street, N. Y. C. 

Carl Fischer 



Full Orchestration 25c 
SPECIAL OFFER — 9 Late Orchestrations, 
for $1.00— ORDER NOW 

American Mu'-ic Pub. Co. 

1658 B'way. Dept. W. N. Y. C. 



For Sale, 8 cents per word. 
Help Wanted, 6 cents per word. 
Situations Wanted, 4 cents per word. 
Special rates on long time contracts. 


Motion Picture and "Still" Cameras rented, sold 
and exchanged. Portable lights for sale and for rent. 
Keep us advised of your wants. Ruby Camera Ex- 
change. 727 Seventh Ave., New York City. 


Slightly used motion picture camera and laboratory 
outfit, professional goods only. Address Cameraman, 
1540 Penn Ave., Pittsburgh, Pa. 


Wishes position writh first class house starting first of 
year or next season. Six years experience with pic- 
tures, vaudeville and legitimate. Apply Exhibitors 
Trade Review, Box H. P. H. 


400 feet Universal practically new with cases, ac- 
cessories, etc., $195.00. Donald Malkames, 219 

East Chestnut St., Hazelton, Penn. 

Amer. Music Pub. Co. 


For Sale by 

Howells Cine Equipment Co., 

740 7lh A»f.; N.w York 


is an important part of the equipment of the 

Covered Wagon 
Hunchback of Notre Dame 



One Sixty-Five Broadway, New York 



[ Largest plant in New England specializing in Theatre Ticket Printing j 

Page 48 

Exhibitors Trade Review 

Insist on prints on — 


positive film 

— and aU the quality that was secured in the 
negative will be seen on the screen. This 
means the kind of photographic reproduc- 
tion that appeals to your audiences. 

Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 






























American Film -Safe Corporation 


Here you have the great novelty series of the 
" Dippy Doo Dads," bird and anjimal comedies 
that have attracted wide attention. 

You have "Snub" Pollard; and you have 
Charles Chase, a new one and a good one, play- 
ing a lone hand, and a good one too, in others. 

You can play these comedies every week with 
full knowledge that your public can't get tired 
of seeing the same faces week after week; that 
they'll find new gags, new laughs and new faces 
in liberal profusion. 


CTrade RE VI E W 

%e Business Paper of the Motion lecture Industry 

December 8, 1923 


Qeor^e Mel fo rd 


Painting the Lily 

ANY wonderful creations come into these 
laboratories — masterpieces of pro- 
ducers, directors, actors and cinemato- 

It would be a difficult task to improve them. But 
it would be an easy task to spoil them. 

Careless developing of the film would do it. An 
inferior release print will mar the greatest master- 

On the other hand careful, conscientious labora- 
tory work, which can only come from thorough ex- 
perience and the desire to give the very best, will 
bring out the very best in the picture. 

So while it might parallel the painting of the lily 
to say that Standard Film Laboratories improve 
these motion pictures, we do say that the care we 
take and the knowledge we possess, enables us to 
deliver master negative and release print without 
the loss of one iota of perfection. 

^ x/oImMMckoIaus *' SMJbmpkLas 
Seward and jRo/name^ jS^reeis 
//oily ^366 

Jfolli/wood, Cali/brnia 

Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices Knickerbocker Bldg., Broadway and 42nd St., New York City. Subscription $2.00 year. 
Entered as second-class matter, Aug. 25, 1922, at post office at East Stroudsburg Pa., under the act of March 3, 1879. 

**Has All the Necessary 
Elements for Success'* 

"We claim that Mary Pickford's 
'Rosita' is entitled to first honors in 
the parade of big pictures across the 
screen because of its skilful treat- 
ment, its color and background, its 
dash and adventure, and the fact 
that it is seasoned with all the ne- 
cessary elements for success." — 
Laurence Reid, film reviewer for 
Classic and the Motion Picture 




vS>7 (S'paniirh J^omance 

Qdapfed by Cdutard Kpohlock. 

•JJoiy by JVorberf "yalk^ 
ij^hofo^raphy by Charley J^oj-her 


Now Booking 


SMary Pick ford Charles Chaplin 

Douglaj- JairbanksT D.W.Qriffifh 
Oiiram Qbrarriij', Prexidenf 


istirttir^m all 

Grab his smoke now — get into his 
speed — make Hunter's fame mean 
money to you. The whole country 
wants to see this youthful star. 
Here are three great action pictures, 
smashing box-office successes that will fill 
your theatre (a fourth, "Grit," will follow 


Played to crowded houses 
at the B. S. Moss Cameo 
Theatre on Broadway for 
two weeks. The year's most 
discussed picture on the 
world's most famous show 
street. A thrilling story 
with a dual life, and midnight duels, projected against a back- 
ground of fascinating Puritanical life in the critical days of 
American History. 

Exhibitors say: 




out the flap- 
pers." "Gay scenes and 
jazz." "Has Class." Youth- 
ful appeal." "Gets the 
young 'uns." "Everybody 
happy." "Pep and pulling 
power. ' ' 

"Another fine Hunter pic- 
ture." "They all liked it." 
' * Good business three 
days." "A first fiddle for 
me." "Played a sweet tune 
in the box office." "A win- 
ner everywhere. ' ' 




Victor Seastrom's 


Name the Man! 

from "The Master of Man" by 

Sir Hall Caine 

With a great cast including 

Conrad Nagel,MaeBusch, 
Patsy Ruth Miller, Hobart 
Bosworth, Aileen Pringle, 
Creighton Hale. 

Screen Adaptation by Paul Bern 
JUNE MATHIS, EditorUl Director 

A production that 
reaches the highest 

point of drama^ It is 
bigger than anything 
youVe seen this year! 

CC BURR, Presents 

jyT T>icture inloune With theljimes 

Here is the fulfillment of a promise to 
State Right Distributors to make Pictures 
on a par with the best on the market 

Have you bought or booked 

•restless j#es" 

'The New School Teacher' 

with Charles "Chic" Sale 
Now ready for release 

The six outstanding 
attractions of the season 

Wire or write today 
for a franchise 

XJOT Just Pictures — Better Stories, sig- 
nificant High Class Pictures With 
Punch, Suspense and Drama. Box-Office 
Values as C. C. Burr has demonstrated 
in Past Productions — "I Am the Law/' 
"Burn-Em-Up Barnes/' "Sure-Fire Flint/' 
"Luck/' "You Are Guilty/' "Secrets of 
Paris/' "The Last Hour" — pictures with 
drawing power. 



New York City; 
Greater New York and Northern New Jersey 
Boston, Mass. ; New England States 

San Francisco, Cal. ; California 
Cleveland and Cincinnati, Ohio; 
Ohio and Kentucky 
Indianapolis, Ind. ; State of Indiana 
Philadelphia, Pa. 

Distributed by 


C. C. BURR, Pres, 

C. R. ROGERS, Vice-Pres. 

WM. LACKEY, Treas. 

133-135-137 WEST 44th STREET 

Foreign Rights Controlled by Richmount Pictures 


Pittsburgh, Pa.; 
Western Pennsylvania and West Virginia 

Philadelphia, Pa.; 
Eastern Pennsylvania and Southern New Jersey 

Detroit, Mich. ; State of Michigan 

Milwaukee, Wis. ; State of Wisconsin 

Chicago, 111. ; Northern Illinois 






f Explains 
The Fear 
of Going 

» » 

That Rarest of 
J Things, 

A Real Audience 
! Picture j 




Hi^h Above All Competitioii/ 

The name *Century\ means 
additional business'' 

"Book Century — -and your comedy worries 
are over." 

Jefferson Theatre, Huntsville, Ala. 

"Best on the market !" 

Palace Theatre, Buffalo, N. Y. 

"Have run about every other kind and 
consider Century the best of the bunch." 
Victory Theatre, Union City, Mich. 

"For clean entertainment they cannot be 

Brooklyn Theatre, Detroit, Mich. 

"Consistently good all the way through." 

Opera House, Lenora, Kans. 

Grand Theatre, Faribault, Minn. 

"Exceptionally consistent in quality. 
Highly profitable. My patrons enjoy and 
look for them." 

Midway Theatre, Montreal, Que. 

"Best two-reel comedies I have ever 

U. S. Theatre, Cleveland, 0. 

"Consistent attractions. Please the major- 
ity of audiences." 

Grand Theatre, Rochester, N. Y. 

"Any exhibitor who is not using these is 
cheating himself." 

Radio Theatre, Ozark, Mo. 



Released Thru UN I VERSAL- 

Trial Balance Sheet 


A Complete and 
Concise Ledger 
System Created 
Especially for 
Exhibitors Who 
Need a Simpler 
Business Base. It 
Was Created As — 

Heir. Liffa Mid Power 


Pnk lot Iht Pehod 

A Time Saving System for Showmen 

WHEN the staff of the Exhibitors Trade 
Review designed and built this simpli- 
fied system of accounting for the practi- 
cal every-day needs of exhibitors, they had up- 
permost in their minds the thought of Service. 

The time has passed when the hit-and- 
miss methods are possible in the management 
of a theatre. Hundreds have recognized the 
necessity for a special systematic layout that 
would solve the problem. 

The special offer of $2.95 for the complete 
system, including binder and all, cannot pos- 
sibly last long. That amount practically covers 
only the cost of the cover, the assembling, 
packing and handling. 

If you pass this opportunity by even for a 
day you may be too late. The offer is made on 
the basis of "While They Last" and that won't 
be long. That's a sure-fire tip to showmen! 

There are too many showmen who have 
asked us to go forward on this movement for 
us not to urgently warn you to get your order 
in quickly. 

Especially if you believe, in sound business 
and really desire a simplified and easily under- 
stood system of charging and crediting under 
such headings as: 

The Daily Cash Record, General Assets 
and Liabilities, All Transactions, Bookings, 
Advertising, Exploitation, Depreciation, In- 
ventories — and how to arrive at the Balance 
Sheet — Profits and Loss. 

Every one of these "systems" sold at $2.95 
is a loss to us in actual money, but we feel that 
your appreciation will many times over make 
up for the difference. 

Address your letters or wires to 

EXHIBITORS TRADE REVIEW, Broadway, at 42d Street, New York City 

Page 1 


Beauty That Wins 

i> EAUTY has been known to 
^ do many things. 
It has tumbled Kings from 
their thrones. Plunged nations 
into wars. Torn men with 
doubts and passions. 

One look at Kathleen Key 
shows her beauty not to be that 
kind. Hers is a loveliness that 
calms. Her expression is a 
combination of grace and dig- 
nity that soothes. 

'T' HAT is the type of beauty 
J- that Exhibitors Trade Re- 
view strives for in its reader 

Innovations? Yes. But not 
the kind that merely reeks of 
blare and fanfare. 

Calmly, cooli>, it reaches out 
for intimate contact with the 
whole film world. 

Incisively, it goes to the heart 
of things. Digs out facts and 
ideas The kind that mean the 
most to the showman. The 
stuff that keeps him abreast of 
enterprising associates. 

Constructively — it asks the 
showman for any ideas of his 
own. For accounts of his suc- 
cessful stunts. For the story 
of his great attack on box-office 

Co-operatively — it circulates 
these ideas and stories among 
the other folks of the trade. 
It brings to the fore the high- 
lights. The vital things. 

Thus it creates a clearing 
house for ideas. An exchange 
for business truths. 

This means that when you 
contribute an idea to The Ex- 
hibitors Review you get it 
back with interest. It is tested 
not alone by discussion, but in 
actual practice. 

Other showmen notice it. 
Whether it is a selling stunt, 
an advertising feature, or a 
publicity innovation. The en- 
terprising ones will immediately 
try it. This magazine will get 
a report of it. And you'll 
read of it. And you'll know 
how it worked out — hracfica'ly. 

Could yru think of a sounder 
investment for an idea? 

December 8, 1923 




9he Business Paper of the Motion lecture kdustty 

KBDY F.CKELS. Managing Editor 

News Editor Reviews Editor 


December 8. 1923 


Meet the Original Extended-Run Exhibitor 3 

And We Learned About Music From Them 4 

Preventing Petting Parties in Your Theatre 5 

Old Lady Astor Says 7 

Editorial — A Fighting Chance 8 

Salacious Trend of Stage Points Screen Moral 9 


Blame Exchanges for Closed Town 11 

Public Concerned Only in Result, Says Friend 11 

Harold Lloyd Buys New Studio Tract 12 

Reichenbach's Friends Give Him Party 12 

'Janice Meredith' Chosen for Marion Davies 14 

Credit Control Plan for Laboratories 14 

Bob Horsley Promoted by Vitagraph 14 

Hodkinson to Release Kirkwood and Lee Films 13 

Johnson Expedition Off for Africa 15 


Leaders All — Williaai W. Hodkinson 2 

The Eternal Feminine ai Its Best 6 

Eight Reasons for 'Jealous Husbands' Success 10 

Perfect Screen Adaptation of 'Anna Christie' 18 

Beauty of Stars and Sets in 'Under Red Robe' 24 

Sweetheart Posters Enhance 'Maytime' 30 


Exploitation Ideas and Lobbyology 31 

Old Fire Horse Boosts 'Midnight Alarm' 32 

Mail Coach Robbery Helps Publicity 33 

Classified Ads Stunt Proves Stimulating 33 

Treasure Hunt Takes Ottawa by Storm 34 

Pictures Used As Test for Feeble Minded 34 

Booking Urge Ideas Galore in Latest Pictures 35 

Tried and Proved Pictures 37 


Exhibitors' Round Table of Personality 16 

Round About the Studios 19 

Up and Down Main Street 21 

Players We Know 23 

Feature Previews 25 

The Big Little FeatL'RE 28 

PRoni;cTiox Chart and Press Opinions 41 

The Modern Theatre 44 

Current First Run Programs 47 

Copyright 1923 by Exhibitors Review Publishing Corporation. !/'^ 

Hen. C. Williams, President; F. l^teyers, Vice-President; John P. 
Fprnsler. Treasurer; J. A. Cron. Advertising Manager. Executive and 
"Fditorial Offices: Knickerbocker Building, Forty-Second Street and 
Broadway, New York. Telenhone, Bryant 6160. Address all Gjmmunica- 
tions to Executive Offices. Published weekly at East Stroudsburpr, Pa., 
by Exhibitors Review Publishing Corporation. Member Audit Bureau 
nf Circulations. Subscription rates, postage paid, per year: United 
States $2 ; Canada $.3 ; Foreign $6 ; single copies 20 cents. Remit by 
check, money order, currency or U. S. postage stamps. 
Chicago, Robert Banehart, 1106 Ot's Building 
West Coast, Richard Kiplmg, 1505 No. Western Ave., Los Angeles 


When Grandma Was 
Sweet Sixteen 

p LARA BOW is shown here 
^ as a beauty of another type. 

In these days of jazz, jam- 
boree and jiffy — kind of rest- 
ful on the eyes, you must ad- 

Like old wine, a flashback 
to the womanhood of old, sort 
of warms up the cockles of the 
heart. It is a fair illustration 
that not all good things are 

REVIEW doesn't take the 
stand that it pays attention to 
the new things to the exclusion 
of the old. Its reputation for 
keeping pace with the latest is 
definitely established. Not only 
for keeping pace, but for con- 
tributing a few new things to 
the film trade on its own ac- 
count ? 

It does urge, however, that 
some things are valuable only 
when they have survived the 
tarnish of time. 

Good will, for example. Time 
alone will build a repmation 
for good will. 

Confidence. Only a record 
with an unquestionable past 
will create confidence. j 

More explicitly — the same I 
thing is true of "Tried and | 
Proved" Pictures. There are | 
later and perhaps better pic- 
tures. But there is one po.^itive } 
thing about "Tried and Proved" [ 
Pictures that the others have [ 
yet to achieve. [ 

That is its sales record. Its ^ 
box-office past. When you se- j 
lect a "Tried and Proved" Pic- E 
ture, you're hitching your book- ^ 
ing order to a star with a win- () 
ning record of audience-good S 
will. I 

Exhibitors Trade Review (j 
means to win your good will p 
and confidence by telling you g 
these things. I 

By the same token it expects | 
to earn your confidence. That's | 
why it is so strong for a "Tried 1 
and Proved" policy. 

And to you like for itself, 
it urges you "Give deep con- 
sideration_ to the old, but don't 
entirely disregard the new." 




Page 2 

Exhibitors Trade Review 


Leaders A II 


"DECAUSE sixteen years ago he sensed what was wrong with 
•"-^ the motion picture of that day and boldly entered the lists to 
correct the more glaring faults and with large success; because 
he was one of the first to seek better pictures, longer runs and 
adv«-rtising of shows; because consistently he has adhered to his 
initial policies. 

C1B605036 t^^^*^ 

December 8, 1923 

Pajte 3 

Vol. 15, No. 2 


<^mde REVIEW 

%e Business Paper of the Motionjl^cturelndusliy 

December 8, 1923 

Meet the Original Extended-Run Exhibitor! 

W. W . Hodkinsoii Made the Fight Sixteen Years Ago for Improved 
Houses and Shows and Quickly Conquered 

■jl /T EET the original better pictures, 
Vl long run and higher admission 
man — yes, and newspaper ad- 
vertising advocate, too : WiUiam W. 
Hodkinson. Sixteen years ago Mr. 
Hodkinson became an exhibitor to 
prove out an idea, a belief that the mo- 
tion picture in 1907 was running on 
the wrong track, one that would lead ii 

It was in Ogden, Utah, in that year 
that he looked in on a motion picture 
show, but decided the interior was too 
forbidding to justify him also in taking 
in his companion — forbidding in physi- 
cal appearance of the store itself and 
in those who made up the gathering. 

Mr. Hodkinson bought the place at a 
low price. When he took it over school 
benches and kitchen chairs provided 
seating capacity for 160 persons. The 
program was one reel of film and one 
song, for which five cents was charged, 
with change of pictures every other 

The new owner made arrangements 
for three reels and two songs, so that 
the performance would last an hour, 
and increased the admission to ten 
cents. Also he announced in the local 
newspapers that the show would run a 
full week, changing each Monday. 

By utilizing space behind the screen 
the seating capacity was increased to 
205. The overhead was increased from 
$140 to $175 a week, and the house 
showed a profit almost from the first. 
Two other places were bought and 
similar changes made. 

JN 1909 up-to-date motion picture 
theatres were erected, each house 
equipped with two machines motor op- 
erated, and the precedent was estab- 
lished that there should be no break in 
the shift from one picture to another. 

In March, 1910, Mr. Hodkinson in 
an article appearing in the Film Index, 
the official organ of the General Film 
Company, made this significant re- 
mark : 

"Consider Ogden, Utah, and Boise, 
Idaho, with their 25,000 inhabitants 
each, and New York City with its mil- 
lions. A play makes a great success in 

New York and runs six months or a 
year. Later it goes to Boise or Ogden 
and stays one night. 

"Biograph, Selig, Essanay, Pathe or 
some other manufacturer makes a won- 
derful film., a masterpiece, a work of 
art. It runs a week in Ogden and it 
runs one day in New York City. 

"Could anything under the sun be 
more inconsistent ? I have stopped try- 
ing to figure out why it should be so." 

Another point he registered was that 
the motion picture cannot die, but it 
may be killed, and he expressed the 
view that it would work into the hands 
of men broad enough to save it. He 
added that the five-cent shows must go, 
except in the poor localities. 

The foregoing demonstrates the 
soundness of Mr. Hodkinson's first im- 
pressions of the motion picture. 

HE head of the W. W. Hodkinson 
Corporation was born in Kansas, 
"along with Arthur Kane," as he ex- 
plained to a friend not long ago. Until 
ten years ago he lived the greater part 
of his life in Colorado, Utah and Cali- 

His first experience m the workaday 
world was in Pueblo, Col., in the tele- 
graphic department of the Denver and 
Rio Grande Railroad. 

He had left this service and was in 
Utah selling text books dealing with en- 
gineering and technical subjects when 
he entered the nickelodeon to which 
reference was made in the opening. 

The educational possibilities imme- 
diately appealed to' him. There was an 
element of curiosity in his approach to 
his new work, a determination to find 
out whether the business had to be 
conducted on such a cheap scale. He 
believed the pictures could be so devel- 
oped as to afford entertainment for the 

Almost simultaneously with the tak- 
ing over of his theatre he secured the 
distributing agency for the Twentieth 
Century Optiscope Company, of Chica- 
(TO, opening one of the first branch of- 
fices. Mr. Hodkinson realized the ne- 
cessity of instituting some more selec- 
tive process for securing product than 

obtained in following the conventional 
lines of that day. In 1907, it may be 
stated, distribution of film, was largely 
centered in Chicago. 

Y^ITHIN four months Mr. Hodkin- 
son so thoroughly demonstrated the 
correctness of his belief that better en- 
tertainment properly advertised would 
be approved by the public that he had 
the local business "sewed up" for his 
company and he was called to Chicago 
as the general manager of the new con- 

At the end of 1908 came plans for 
the formation of the Patents Company. 
Mr. Hodkinson bought out the Ogden 
office he had established, which had not 
prospered after his departure, and ar- 
ranged to be supplied by General Film 
product. Also he went into the thea- 
tre business on a larger scale. 

In 1910 Mr. Hodkinson disposed of 
his Ogden and Salt Lake interests and 
went to Los Angeles to take over the 
business of the concerns that were 
standing out as competitors to General 
Film, later going to San Francisco. 

JTROM 1911 to 1913 Mr. Hodkinson 
was engaged in building up the busi- 
ness of General Film west and along 
uniform lines of his earlier experi- 
ments, longer runs, higher admissions, 

in 1913 President Frank Dyer of 
General Film brought Mr. Hodkinson to 
New York as general manager. Here 
the "selective" policy proved unpopular 
among producers who found some of 
their product on the shelf, Mr. Hodkin- 
son insisting a picture should be worth 
ten cents admission. 

Ccnsequently he went back to the 
coast, but when he got instructions that 
would break down the constructive 
work he had done he decided to form 
his own exchange. 

The Progressive Motion Picture 
Company was the first concern ever 
steadily, continuously to offer feature 
pictures in that territory and perhaps 
in the world. 

(Continued on page 47.) 

Page 4 

Exhibitors Trade Review 

And We Learned About Music From Them! 

Says a Real Musician Who Warns Against Orchestras Getting "Off Color' 
With the General Theme of the Picture 

WE tackled a number of picture 
house managers on the subject 
of orchestras the other day, and 
learned about music from them. That 
is to say we got the other fellow's an- 
gle. And a most interesting angle it 
is for all musicians to cogitate upon. 

Nearly every manager approached 
admitted unreservedly that music was 
necessary to the success of any pic- 

But likewise they practically were of 
one accord in stating the circumstance 
that musicians as a whole were not up 
to their stuff. Now this is quite a 
sweeping assertion, and as a musician 
we were at first blush inclined to resent 
the implication. 

However we have a habit of letting 
things sink in a little before jumping 
in with both feet, and after due thought 
on the subject we are inclined to think 
that managers taking them by and 
large, are about half right. 

Before we undertook to write this 
we visited all the shows in town, and 
a few other towns where orchestras 
were emploved to give atmosphere to 
the flickering drama. 

We took many notes, and didn't pay 
too much attention to the pictures. 
But we did pay considerable attention 
to the men in the pit. Herein are 
contained some of our findings on the 
subject of musicians and picture play- 

piRST of all we failed to find a 
single orchestra that consistently 
played the feature from beginning to 
end. Every one of the six or seven 
organizations we saw either came in 
after the feature had started or quit 
playing before the picture ended. 

Notwithstanding union laws con- 
cerning rest periods and certain hours, 
we have always held the opinion that 
a feature picture can only derive the 
full benefit of interpretive music when 
accompanied from the time the first 
caption appears to the final fade-out 

And we happen to hold a card in a 
local musician's union, and have done 
so for these many a year. 

The average picture of six or seven 
reels can, and should be screened to 
the strains of music without switching 
from orchestra to organ, or as it often 
happens, silence. 

And here's the reason why. In the 
beginning of a picture, before one 
knows what it is all about the orches- 
tra leader who knows his stufif, plays 
themes, and music that will be in haV- 
monv with the storv being shown. 

If it be an Oriental picture, the 


music will be of the same coloring; or 
if it be a modern society drama, the 
themes, and incidental music will also 
be modern in construction, and so on. 

As the play progresses and the audi- 
ence becomes engrossed in the lives of 
the actors, and their doings, a single 
false, jarring error in choosing the 
music will take one out of the harmony 
with the picture in an instant. 

Music Murderers 

COON shouters in a 
church choir! Is that 
tlie effect your orchestra 
is giving? Do they play two- 
four tempo through the 
heavy scenes? And do they 
march out of the pit at the 
peak of story interest? 

Read hoAV a real musician 
took the trouble to find out 
about music. Your orchestra 
may not do any of these 
things. But this article hits 
home in many cases. 

J N spite of this, we do often hear 
music and mechanical changes that 
fit about as well as coon shouters would 
in a church choir. So many instances 
of this nature has come under our ob- 
servation that to even attempt to enu- 
merate them would be hopeless. But 
we will cite one or two. 

The scene is in the north woods ; 
snow on the ground, and the hero in 
danger of freezing to death. 

The organist played "On the Beach 
at Waikki." Very good Eddy. As a 
startHng contrast between a cold scene, 
and a hot number the selection was 
immense, but as a piece of interpretive 
music, well you name it. 

Another comes to mind. Scene is 
in an old cathedral — the caption on the 
screen run like this in part — "and the 
deep tones of the massive organ filled 
the church." 

The organist of course rose to the 
occasion nobly — yes he did not. He 
olayed some dainty little catchy num- 
ber and never sounded one note on the 
lower register. 

'yO ""o on. When the picture is about 
half through, and we are wonder- 
ing how the hero is srolng to get out of 
his troubles, the music mu'^t keen the 

thoughts of the audience right on the 
story. The atmosphere that may be 
created by a real bunch of musicians 
playing the proper music will do this 
without fail every time. And at about 
this time some leaders take about half 
an hour's rest! 

Mind you, we are not saying that a 
musician should not have a rest. We 
know they must from experience. But 
why in the name of all that's musical 
don't they arrange their rest periods 
with some sense of the fitness of 
things ? 

When they do come back to the pit 
to take up the theme where the or- 
ganist drops it, they invariably take 
the attention of the audience from the 
picture, until the patrons become used 
to the different music. 

Then it takes more time for the 
musicians to get settled to their work, 
and the interest in the picture has been 
disturbed again. 

The music that accompanies a pic- 
ture should be so arranged that it fol- 
lows the story the same as the action is 
portrayed. No picture worthy of the 
name, starts out with a bang, and 
dwindles down to nothing. 

Yet we hear orchestras all the time 
that are guilty of this very fault. They 
start bravely to the task of making 
sweet sounds, and along about the 
time the picture is at the height of its 
emotional lights, the orchestra leaves 
the pit, and the illusion of reality is 
absolutely destroyed. 

Y^E have seen but one orchestra 
leader who seems to sense this 
keeping up the illusion business. This 
man plays the first showing in the 
afternoon straight through, and the 
first show at night. 

The other two shows he plays in part 
and when the time comes for the or- 
ganist to take up the theme, orchestra, 
and organ takes first place without fuss 
or flurry. The pit lights all turn oft' 
together and the majority of the pa- 
trons do not notice change in music. 

Bo3'S, this is the onl}- sort of picture 
playing that will get us anywhere with 
the people. And this is the only sort 
of playing that will make the managers 
change their opinion of musicians in 
general. So we would suggest to you, 
Mr. Leader, that you think this phase 
of picture playing over, and let's see if 
we can't give them music that will keen 
the interest up to the highest point 

When we do this the managers will 
have no further cause to declare that 
music and musicians ai-e "off color" in 
any way in the picture business. 

December 8, 1923 

Page 7 

A SUNDAY "blue law" for the District of Columbia 
which later would serve as a model law for the 
United States was the subject of Prof. C. S. Lcng- 
acre's address to students in a Washington College. 

Prexy — your intentions may be of the first water. You 
many feel justified in orating till you're red with rage, pur- 
ple with passion and indigo with indignation. If Sunday 
movies rub your grain the wrong way, by all means don't 
go. But in trying to force it on other God-fearin' folks, 
you're pulling the stunt of the one-eyed poodle on a lion 
hunt. You're just barking up the wrong tree. 

Please do stand aside, while a line of several million 
strong who can do clcr thinl-ing for the -p.s^lves. and who 
want what they want when they want it, bring their fami- 
lies to as wholesome and clean entertainment as this coun- 
try can boast of. 

'W/'ANT to start a riot of discussion in your town? 

Book Goldwyn's "Reno." More dusty law books, 
legal advices, precedences and the like will be dug 
up by the gentle innocents than can be packed into 
the old Atlantic The picture tells how you may 
be married in California, divorced in Nevada, a biga- 
mist in Colorado, a trigomist in Jersey — and a 
geometrist if you want to figure it out. AH in one 
and at the same time. Don't pick on the better 
half until you see "Reno." Then you'll know better. 

series of six Greek myths pictures. You know the kind. 
About the fellow whose touch of his little pink pinkey makes 
everything turn to gold, and the girl with die three golJen 
oranges, and all that. We re-:^.lize the story of King M^das 
teaches a moral, but after looking at some of the stills show- 
ing winsome sylphlike creatures flitting over the dew- 
sprinkled grass, in fleecy, gauzy costumes and, well — do 
you follow us? Or perhaps you're way ahead of us! 

T F you fellows in Minnesota and the Carolinas see 
* any mysterious figures snooping around, all dressed 
uo in gum shoes and magnifying glasses, you'll know 
they're the trained detectives hired by Andrew J. 
Callaghan of Monogram to trace alleged representa- 
tives of his company who have been closing contracts 
with exhibitors in Minnesota and North Carolina. 
Callaghan declares such representatives false. 

Come on Simeon. Out with the bloodhounds! 

f IMES SQUARE extends the glad hand to Sam Grand 
and Harry Asher, duo-pilots of the Grand-Asher organ- 
ization, who are visiting the big village for an indefinite pe- 
riod. Gentlemen, our latch-string is decidedly in the ring. 
And by the way, we just purchased a pinochle table. 

A N organization to be known as the Young Play- 
ers Guild is being formed for the purpose of pro- 
ducing photoplays. The age of each member will 
average seventeen. If we knew that birth certificates 
weren't required we'd take a stab at it right now. 

jjg XHIBITORS of Kansas City, Kansas, have opened up 
full swing with a campaign in behalf of the repeal of 
the Federal Admission Tax. Screen slides are being 
shown telling the people it is their fight as well as the ex- 
hibitors'. That's it. All for one and one for all, to the 
tune of "AUL Hands Around," and you'll have a fi-ay 
that'll make the tax specialists think the Japanese eai-^h- 
quake is staging an encore. 

EWS comes from the coast that Harold Lloyd has pur- 
chased forty acres over in Westwood — a suburb of 
Hollywood — for his new studios. The site lies between 
the tracts recently taken over by Fox and Christie. Looks 
like another movie colony. Some more nice jobs for the 

w/'ELL, well, brother Harry Langdon, welcome 
" to the screen. See where you're going to edge 
yourself into the celluloid spotlight in "Listen Les- 
ter." Only proves. Harry old dear, that Mack Ben- 
nett is letting no trick slip by him. Here's hoping 
the mob won't be tied into ring-tail pretzels watching 
you ptiU some of that drinking-fountain stuff. 

Jj^EW BRICE, brother of Fanny Brice, who is making 
comedies for William Fox, likes to tell stories — prefer- 
ably funny stories. He tells this one : 

Two business men, hastening in opposite directions, 
bumped each other rather forcibly. 

"Why don't you look where you're going?" 

"Why don't you?" 

"You don't know who I am." 

"No, who are you ?" 

"I'm Mr. Silverstein from Chicago, and I can buy and 

sell you !" 

"Huh! Pooh! Pooh! I'm Mr. Cohen from New York 
aa'd I can buy you and KEEP you — I don't HAVE to 
sell you !" 

/^N the night that the safe of the Mount Morris The- 
" atre, 116th St. and Fifth Avenue, was cracked and 
separated from about $4,000 in cash, we passed by 
the very door, never suspecting the nefarious activity 
going on underneath a placid surface. Whoops^ meb- 
be we were as near to a tie-up with a hell-fire skinn- 
ish as turkeys are to Gobbler's Heaven this week. 
Funny thing — Jimmy, the cop on that beat, complained 
of a neighborhood so well behaved it hurt. We would 
have given a stiff admission price to see his face the 
following morning. 

STEPPED into Vitagraph's projection room the other day 
to catch a showing of "The Man From Brodney's." Talk 
about atmosphere and illusion. All the fixin's and trimmln's 
of a regular show were there. An orchestra with a full 
program of sweet movie harmonics kept pace with the pic- 
ture. Might just as well have been seeing the thing from 
a $2 top. Those A^itagraphians are easily at par with the 
realistic plumage. 

TJ Y the way, when V/arren Kerrigan as HoUing- 
worth Chase, kicks Prince Karl in a well known 
Southerly portion cf his anatomy we let out a 
chirp so loud as to draw the haughty eye from 
neighboring well-bred scriveners. Can't help it. The 
film business hasn't frapped our appreciative sense. 
When we see something funny it just sticks to our 
laughing gland like a goat to a tin can. 

A REPORT has it that Charles Goldreyer intends budd- 
ing a i.joo seat theatre and A twelve story office building 
adjoining B. F. Keith's Palace Theatre. Not at all bad for 
a show stand. Wonder how much less than the German 
War Debt that site costs? 

/"lUR Gemcn po-fr has just s'inped into the office 
^with a fac2 as long as an all'gator's tail. Asked 
what was dest>ying his peace cf mind he let it be un- 
derstood that a brief from the old country inferred that 
butter is going at two billion marks the nound ; bacon 
at not a pfennig less than 180 billion, and that if you 
invoked the aid of all the pink-whiskered prophets in 
, the scroll, you couldn't get fried chicken for a fraction 

less than same trillion of m.arks. "How about 
the price cf movies?" we asked. His face brightened. 
He gleefully told us that due to a fall in prices for 
public entertainment one could see a good movie for 
as low as 75,000,000 maiks. The mark owns some dis- 
t'nction. It is the only paper with a circulation greater 
than the Saturday Evening Post. 

^ HE filmolog Johnsons — Mr. and Mrs. Martin Johnson — - 
have sailed tor Africa. For five years they will spend 
their time in the heart of the Lake Paradise region photo- 
graphing wild beasts for Metro. When they return the 
millions of film fans of the nation will already have seen 
what they have seen and experienced. But the fans will 
be much safer. 

Page 8 

Exhibitors Trade Review 

A Fighting Chance 

THE reaction of the voters of the country to the sug- 
gested tax reduction has been most favorable from the 
viewpoint of the motion picture men. Especially fav- 
orable has been the attitude of the newspaper editorials, the 
journals in the East being practically unanimous for the 
readjustment. In the West, while not 100 percent., nev- 
ertheless the large majority is for the change. 

Several of the newspapsrs have given outright editorial 
support to the admissions tax elimination, disregarding the 
other and major items of the proposal. 

The Detroit Free Press is one of these, and among the 
points it makes is a sharp distinction between an amusement 
tax and a luxury tax. As to the former it declares that 
"Entertainment means recreation and recreation is a neces- 
sity, if tolerable living is considered something 'more tlian 
a mere drab." 

The New York Evening Mail is another of the news- 
papers which has given editorial support to the admissions 
tax removal. There is strong reason to believe there will 
be many other journals throughout the country which will 
take up the fight. 

Exhibitors can do a real service to their cause if they 
will keep in touch with the editors of their local papers and 
urge upon them the justke of the claim of the public and 
the theatre owner for a change in the revenue law. The 
expressed attitude of the editors in a given congress dis- 
trict also is followed with very keen attention by the local 
representative in Washington. 

As a result of the conversations between the committee 
selected by the mid-western states conference and Will H. 
Hays it has been decided to ask Michigan exhibitors to per- 
mit their executive secretary, H. M. Richey, to remain in 
New York during the campaign, with quarters in the Hays 

Here Mr. Richey will serve as a sort of liaison officer, 
giving his full time to the furtherance of the campaign for 
elimination. It is the aim of the Michigan secretary to 
serve wherever permitted the interests of individuals and 
groups and to antagonize none. - 

It was a wise selection. Mr. Richey has ability and he 
has tact. 

With the machinery that now is behind him and v/ith 
the help that will be brought to him we are sure he will give 
genuine service to the industry. 

And as the days pass the conviction is bound to grow 
that there really is a fighting chance to win the battle that 
not so long ago did not look so rosy, 

A Salesman Hits Out 

WE have received some very interesting comments 
from a salesman in the Pittsburgh territory bearing 
upon a recent editorial article entitled "Getting 
Back to Earth." Although the writer requested no protec- 
tion we think it would be unfair, in view of his frankness, 
to print his name. 

Our correspondent points out that a comes In 
contact daily net only with exhibitors but with the public 
and that he is always on the alert to discover the popular 
attitude toward the screen. 

It is his impression that in the minds of the great public 
there reside and call for eradication seme things far deeper 
than questions about the kind of pictures and admission 
prices, which automatically may be adjusted by thoughtful, 
businesslike management. 

Our salesman friend declares that where the average 
patron used to wonder how it all was done today he knows 
as much about the technicalities of the industry as do many 
connected with it. 

He adds he has discovered that the average person is 
tired of seeing in print the sums paid to players, that the 
man whose hard-earned dimes and dollars formerly sup- 
ported the business has revolted and takes the old attitude 
of the poor to the rich. 

Our correspondent suggests that when readjustments are 
made at studios the public should be told about it, so that 
it may be known the "craziness is going out of pictures." 

"All of us have been shooting at an ideal, trying to induce 
the pubUc with pretty bait to bite," he goes on. "They have 
bitten plenty, but the bait is stale now. Give them some- 
thing new, not only pictures, but exploitation on the busi- 
ness to think about. They'll come back." 

Our friend plainly is pessimistic, but behind that note of 
evident discouragement there is a basis in fact. 

The "situation" is one that is not confined to the United 
States. It was not so long since the exhibitors and allied 
organizations in England were assured the Commons would 
ease up on the onerous taxes under which the industry in 
that country was operating. 

There came over the wires a story of a great sum that 
had been paid to a child player. The reaction among the 
legislators was immediate and disastrous to those who were 
seeking relief. No industry, the members said in effect, that 
could pay that sum of money to a child needed any help 
from them. The canard was immediately denied, officially, 
but it was without effect. The chance of reduction was 

As we remarked in the article which brought the response 
from our correspondent only a comparatively small part 
of the production cost may be ascribed to salaries, but the 
public will not so understand it — not as yet in any event. 

A great deal of discreet and tactful publicity will be re- 
quired to offset a small amount of unwise and indiscreet 

On questions of salary and of telling the public about it 
experience teaches there is one rule which may be followed 
with absolute safety: The rule of Silence. 

Is Good- Will an Asset? 

Two exhibitors -this week agreed as to the truth of a 
rather startling statement — tkat in the exhibition of 
motion pictures, in the purchase of product from an 
exchange for a theatre, good-will is not an asset. 

Asked to explain, one of them pointed out that if a mer- 
chant had been buying goods from a wholesaler for a period 
of five years and a competing store should attempt to secure 
the line in question by offering a larger outlet the proffer 
would be declined — the wholesaler would adhere to the cus- 
tomer he knew and who had stood with him in dull times 
as well as in prosperous. 

On the contrary, the exhibitor continued, if a theatre 
owner had been for five years a steady customer of a brand 
of pictures under circumstances of amity between buyer 
and seller, the bond of permanent and exclusive relationship 
would "cease and determine" if a new-comer in the imme- 
diate territory should choose to offer the seller $50 more 
for a desirable picture. 

There must be somebody, somewhere, who can lay on 
the table specific instances or one specific instance at any 
rate to prove that there really is such a thing as good-will 
in the motion picture busine^-s and that it is an asset — to 
buyer and to seller. 

December 8, 1923 

Page 9 

Salacious Trend of Stage Points Screen Moral 

Levy Agrees with Fred Stone That Broadway Should Wipe Out Stain 
and Declares Pictures Have Golden Opportunity 

J Lcuisville, cne of the l;iggest mo- 
tion pictm^e men and clothing 
merchants in the South, agrees heartily 
with a demand recently made by Fred 
Stone, at a meeting of the National 
Vaudeville Artists, that "Broadway 
clean up its stage plays." 

Moreover, Colonel Levy believes that 
now is the time for the motion picture 
industry to show that it is fostering a 
profession which ranks with the 
world's highest arts. 

Colonel Levy, who is president of 
Associated First National Pictures, In- 
corporated, of Kentucky and Tennes- 
see, besides heading a number of other 
big motion picture organizations in the 
same territory, is now in New York in 
connection with First National busi- 

He also is interested with Sol Lesser, 
president of Principal Pictures Corpor- 
ation, in the Jackie Coogan pictures 
and in Baby Peggy, the child star 
whose first picture for Principal will 
be "Captain January." 

During his stay in New York, Col- 
onel Levy has seen every Broadway 
speaking production as well as the big 
first-run motion pictures. In giving out 
a statement on the speaking stage for 
Exhibitors Trade Review he empha- 
sized the difference between many of 
these productions and the big motion 
picture successes. 

'rHE point he raised was that while 
many of the plays of the speaking 
stage are decidedly "beyond the bor- 
der" as to decency, there is absolutely 
nothing questionable in the motion pic- 
ture successes. 

And this, he said, is in no way due 
to censorship but rather to the taste of 
motion picture patrons who, after all, 
regulate the moral standards of pic- 

"I am anything but a reformer," said 
Colonel Levy. "Mv views are liberal 
in every respect. But there is a dis- 
tinct dividing line between tolerance 
and immorality. Fred Stone, in his 
talk to the National Vaudeville Artists, 
said: 'Thei'e PT"e a lot of shows on 
Broadway that have got to be cleaned 

"As one who visits New York oc- 
casionallv and sees the current speak- 
ing productions, I agree absolutely with 
Mr. Stone. Certain producers of the 
speakine stage are living uo to the 
fable of the Golden Egg. They are 
killinpr their own public by too much 


"I have the highest respect for the 
playgoing American public and I know 
the pubhc will deal with those pro- 
ducers as they deserve to be dealt with. 
Therefore, further comment on certain 
plays that have gone beyond the border 
is unnecessary. It is true that the play 
reflects life. So does the picture. 

^LSO, it is perfectly proper to study 
all phases of life. But in the last 
analysis, how does the average Ameii- 
can man or woman want to live? In 
an unwholesome atmosphere or in one 
that is clean and is filled with happi- 
ness ? 

"Do you want to see love pictured 
as something to be laughed at or some- 
thing sacred? Would we tolerate coarse 
jokes and remarks within our homes? 
No. Therefore, it follows that we 
do not want to take our homefolks 
out to be entertained and have them 
hear such jokes or remarks. 

"Now, let's scan the field of motion 
pictures. What are our big successes 
on Broadway? 'Potash and Pearlmut- 
ter' was one, and it is absolutely clean. 
Then there are 'Scaramouche,' 'The 
White Sister,' 'The Hunchback of No- 
tre Dame,' all of them delivering mes- 
sages that point to the better things in 

"Motion pictures are all right. We 
can't say the same thing for certain 
speaking productions. But we of the 
motion picture field can learn a lesson 
from this situation. The lesson is this: 

"The present is the golden opportun- 
itv of the motion picture business to 
show that it is fostering one of the 
hisrhest arts. What is sweeter or more 

satisfying than a fine story, well told on 
the screen ? 

"Some people speak of the motion 
picture as the 'infant industry.' Why 
use the word 'infant'? Motion pictures 
are an art. And I am not using that 
word in a 'high brow' sense because 
there is nothing 'high brow' in the def- 
inition of art, which is 'The power of 
doing something not taught by nature 
or instinct — as to walk is natural ; to 
dance is an art; power or skill in the 
use of knowledge.' 

JT is my opinion that motion picture 
people realize that opportunity is 
knocking at their door. They are mak- 
ing better pictures — pictures that ap- 
peal to the finest human emotions. A 
house that plays good pictures creates 
an- atmosphere of cleanness and whole- 

Colonel Levy is head of Levy Broth- 
ers, the largest clothing firm south of 
the Ohio River. In motion pictures 
he is president of the Big Feature 
Rights, the Strand Amusement Com- 
pany, operating theatres in Louisville, 
Mayfield, Owensboro and Lexington ; 
president of the Lafayette Amusement 
Company, operating theatres in Lex- 
ington ; vice president of the Modern 
Amusement Company. 

He is associated with the Keith in- 
terests in Louisville and controls a 
number of other theatre chains operat- 
ing in Indiana, Kentucky ?nd Southern 
Ohio. Asked as to the outlook for mo- 
tion pictures during 1924-5, from the 
point of view of his territory, he said : 

J HAVE looked over the situation 
, with care. In Kentucky and Ten- 
nessee business is much better. The 
public seems to be through entirely 
with costume pictures. What they want 
is true pictures of hfe. I believe the 
public is getting to a point where it 
wants real scenes in pictures instead 
of artificial gaudiness. 

"The motion picture, like the news- 
paper, is regulated by the public be- 
cause it reflects public sentiment; and 
each is always as good as the people 
who patronize it. 

"Retrospection proves this, in so far 
as the screen is concerned. Go back 
over the last few years and you will ' 
find certain kinds of pictures which 
have painlessly and peacefully passed 
away, because the public refused to 
nourish their kind any longer. 

"The American people never lose 
themselves. They always know what 
they want, and right now, in motion 
pictures, I believe they want a fine, 
dramatic story with good players." 

'age 10 

Exhibitors Trade Review 

■"-•in the First National Pro- 
duction, "Jealous Husbands." 
He is the twelve-year-old star 
who won fame for his work in 
Penrod and Sam. In this pic- 
ture, his father, in a fit of 
iealousy bribes a band of gyp- 
sies to kidnap him. For five 
years he wanders about, a gam- 
in of the streets. 
r)ON MARION is Sliver. 

He is the foster-brother of 
Spud and the means of liveli- 
hood of the band of four. 
Through him Spud is returned 
to his parents. Below is Car- 
melita Geraghty whose charm 
adds much to the interest of 
the picture. 

Emily Fitzroy as Amaryllis, the 
partner of "Red Lynch," and a 
member of the gypsy gang. 

"Red Lynch" is depicted by 
George Siegman, leader of the 
gypsies who kidnap "Spud." 


Jane Novak is the wife whose happiness is destroyed 
by the jealousy of her husband. 

Eight Reasons for 
Success of 
'Jealous Husbands' 

Bull Montana is the "Portland Kid.' 

Earle Williams plays the title role. 

December 8, 1923 

Page 11 

TfiGffL/Gffrs ijVmE /Vsifis 


Up-State New York Exhibitors Say Theatres Now Merely Are 
Paying Distributors in Same Coin 

EXHIBITORS in up-state New York 
decline to concede that in the "closed 
town" situation there is occasion for the 
expression of any particular regret on their 
part. Distributors recently have publicly 
charged that the most vital problem, one 
that unless corrected well might ruin the 
industry, is exhibitor control in towns and 

Others have declared that in some locali- 
ties exhibitors are forced to pay more than 
pictures are worth and in others through 
combination or ownership to pay a fair 

Samuel I. Berman, the executive secre- 
tary of the Motion Picture Theatre Own- 
ers of New York State, has just completed 
a trip through the state, in the course of 
which he visited sixteen cities and towns. 

These were Albany, Cohoes, Schenec- 
tady, Troy, Utica, Oneonta, Rome, Au- 
burn, Syracuse, Buffalo, Niagara Falls, Ba- 
tavia, Binghamton, Endicott, Johnson City 
and Olean. 

Mr. Berman reports that while exhibitors 
are interested in what distriliutors are say- 
ing about the evils connected with closed 
towns some of the men up state point out 
that if there is at present a situation that 
is threatening to the exchanges and the 
home offices it was precipitated by the dis- 
tributors themselves. 

Other matters attracting attention among 
theatre owners in the state at large, Mr. 
Berman reported, were the possibilities of 
being relieved of the Federal admissions 
tax, _ for which there was unanimous satis- 

Seven of Sixteen Closed 

Another subject was the overseating in 
some of the cities, so pronounced in several 
localities as seriously to interfere with the 
business outlook of the theatres. 

Of the sixteen towns in which Mr. Ber- 
man visited exhibitors he recalled that sev- 
en of these were closed in the sense that 
they were subject to single exhibitor con- 

In retorting to the remarks made by dis- 
tributors about "sewed up" localities the 
exhibitors in one community were telling 
Mr. Berman the experience of one ex- 
hibitor who owned one of the two good 
houses in an up-state town. 

It was a practice of salesmen, the execu- 
tive secretary was informed, to visit back 
and forth between this exhibitor and his 
competitor with any subject it happened 
both were very anxious to get with the 
result that a picture the first price of which 
was $75 had been known to go to one or 
the other as the outcome of the "peddling" 
at a figure as high as $200. 

The result was that after one of the two 
had lost $65,000 or his venture and he s^w 
he was heading for bankruptcy he bouTht 
out his competitor, ''sewed up" the town 
and began to make money. 

Albany Theatre Prospering 

"It is for reasons such as these tlmt ex- 
hibitor.s' in this general section refuse to 
take these complaints of the distributors 
overseriously." declared one of the theatre 
owners to Mr. Berman. 
_ The key to the situation, as the execu- 
tive secretary observed it in his swing 

around the circle, was the seating ques- 

In some localities, Mr. Berman said, the 
larger pictures were doing a fine business. 
Albany, he noted, was one of these. "Little 
Old New York" ran two weeks, and the 
visitor from New York found difficulty 
on the second Thursday evening getting 
into the lobby of the house where it was 

"The Covered Wagon," playing at the 
Shubert in Albany to legitimate prices, is 
doing a big bujiness. 

In Utica he found in one house a very 
ordinary subject being shown to a crowded 
house. In other communities he noted 
there seemed to be many empty seats rc- 


gardless of what was being shown, good, 
bad or indifferent subjects. 

Business in Binghamton is very poor, 
Mr. Berman said. This is one of the 
closed towns, so called, but there is a sur- 
plus of seats. 

Another topic of discussion among up- 
state men is the activity of the Lord's Day 
Alliance, which is seeknig to tighten up on 
Sunday closing. Binghamton is not per- 
mitted to open on Sunday, although those 
favoring the showing of pictures on that 
day are confident if they could get a ref- 
erendum it would be decided in favor of 
opening by 3 to 1. The plebiscite cannot 
l3e taken, however, except upon a favorable 
vote of the City Council. 

Asked as to whether he noted any indi- 
cations that rentals might be pinching the 
theatre owner Mr. Berman said he noted a 
number of houses putting in vaudeville 
rather than pay high prices. 

Schenectady, with a population of a 
hundred thousand, in spite of the great 
prosperity of its workers, is in bad shape 
from the motion picture viewpoint. In the 
city is one of the finest theatres in the 
state — and it is the State — which is re- 
ported as not doing anything like the busi- 
ness its beauty and excellent management 
deserve to command. 

As there are over 10,000 seats in Schen- 
ectady the situation may be understood. 

Troy, with a population of 72,000, is in 
an even worse condition with twelve or 
thirteen thousands seats, not counting 
Proctor's vaudeville which shows pictures 
in a nousc ot 1,500 scats. 


Remedies for All Ills to Be Found 
Within Industry, Says Friend 

"D EGRET that so much regarding the 
troubles of the motion picture indus- 
try has been given to the public l)y the 
men in the industry was the keynote of a 
talk given by Arthur S. Friend, president 
of Distinctive Pictures Corporation, before 
the Haj's' Committee on Public Relations 
on the occasion of the presentation of Dis- 
tinctive's picture "The Steadfast Heart," to 
that body. 

Mr. Friend said that he was not in sym- 
pathy with the pu))lication of the views of 
the men in the industry as to what was 
wrong in the industry. 

"It would be foolish and futile," he said, 
"for me to say now that there is nothing 
wrong in the industry. There is a good 
deal that is wrong, but that is not sur- 
prising for, after all, the industry as an 
industry is only a few years old — surely 
not more than twenty — and in its present 
phase only ten. 

"it IS a combination, this motion pic- 
ture industry, of art and business, and 
every other art that we know anything 
about, and every other kind of business 
that we know anything about, is hundreds 
and thousands of years old. 

"Our ills are all remediable but not 
through the public. The public is not con- 
cerned in anything except the result that 
is shown on the screen. The remedy for 
every ill in the motion picture industry is 
to be found, and to be effected, within the 
industry. Our problems are not insoluble, 
though many of them are difficult. 

"I am afraid our cries to the public have 
resulted in bringing to us the big finger of 
shame. One who has watched us with 
cynical amusement for some time told me 
the other day that if some of those in the 
industry, who were weeping and wailing 
about what's wrong in the industry, wanted 
the answer, they could get it by looking 
into a mirror. I am afraid his quip is not 
entirely without justification. 


"Flaming Passion" an original story by 
Hal Everts, popular fiction writer, has been 
secured by Anderson Pictures Corpora- 
tion, according to an announcement made 
this week by Carl Anderson, President of 
the organization. It will be put into pro- 
duction immediately. California has been 
selected as the locale and a unit is leaving 
shortly to begin work. 

Anderson has also closed for the screen 
rights of several of the famous old stage 
dramas, one of which is "The Dauites," 
which will be filmed in New York. 

Foster Gilroy, of the Anderson company, 
has just returned from Chicago after se- 
curing two outstanding stories which are 
to appear in a widely read fiction maga- 
zine in February. 

Page 12 

Exhibitors Trade Review 


Plans to Start Follow-Up Svstem 

With Franchise Holders 

P OLLOWING a study of the needs and 
difficulties of a "follow-up" system of co- 
operation with exhibitors and franchise hold- 
ers of independently distributed pictures, 
C. B. C. Film Sales Corporation has worked 
out a campaign which is being put into de- 
tailed effect at once. 

This campaign means that, following the 
territorial sales of its features to franchise 
holders, each of these buyers takes the status, 
so far as the working out of the plan is 
concerned, of an exchange of a program or- 
ganization, and entitled to the same exploita- 
tion backing-up and co-operation. 

It is the belief of Joe Brandt, head of 
C. B. C, that many of the weaknesses in 
independent distribution have arisen from the 
fact that so many distributors feel their end 
of the job is done when they have disposed 
of their product to a territorial buyer. This 
explains, he feels, why so much good product 
does not go over as big as it is expected to. 

C. B. C.'s plan includes a system of let- 
ters to each franchise holder sent out about 
three times a week offering timely suggestions 
on how the pictures may be put over to bet- 
ter advantages. This is separate and apart 
from the campaign books and advertising ac- 
cessories which are issued to them when the 
features are released. 

It also includes the working up of various 
novelties from time to time on each feature 
and the sending of them to franchise holders 
with suggestions for their use. 

A direct service system to the exhibitor has 
also been worked out, whereby reports on 
what exhibitors are doing to put over pic- 
tures in their territory are passed along to 
other exhibitors. 


Louella O. Parsons, for six years motion 
picture editor of the Morning Telegraph, has 
accepted a position with William Randolph 
Hearst to write on motion picture subjects 
for the New York American. Miss Parsons 
will conduct a daily and Sunday department 
and in addition review the current productions. 

Miss Parsons comes to her new position 
with manv year';" experience, having started 
her career as a reporter on the Chicago 
Tribune. Then she became scenario editor of 
the Essanay Film Company in Chicago. She 
is the author of one of the first books pub- 
lished on how to write for the screen. 

With this background of studio knowledge 
the Chicago Herald engaged Miss Parsons 
to create a motion picture department. This 
was one of the first of its kind in the coun- 
try and was the first to treat motion pic- 
ture in a serious manner. 

Aliss Parsons has had almost twelve years 
, experience in writing of the motion picture. 
She is considered one of the best informed 
women on motion pictures. 


Jack L. Warner is in New York from the 
West Coast studios. Accompanying him were 
Ernst Lubitsch, the famous producer ; Eric 
Locke. Hans Kraely and Frank Cassidy. 

Mr.- Warner brought with him several 
prints recently completed. His arrival con- 
stitutes the first reunion of the four Warner 
Broth ers in several years, as one or two mem- 
bers of the firm have generally remained on 
the West Coast. His visit is expected to 
be of short duration. 

Several pressing production problems once 
disposed of and a conference held on new 
material he will return to his post as pro- 
duction manager of the Wesi Coast studios. 

Sol Lesser, president of Principal Pictures Corpora- 
tion, is first to greet his protege Baby Peggy on tier 
return to Los Angeles from her initial visit East. 


Two Hundred at Ritz With Circus 
and Side Show Make Merry 

THE party tendered to Harry Reichen- 
bach at the Ritz on the evening of Wed- 
nesday, November 28, was an unusual func- 
tion. It was a party, that is, when it was 
not a circus. For in the Crystal room, where 
the dinner was staged, the two hundred 
friends of Mr. Reichenbach met up with an 
lionest-to-goodness lion and took in the side- 
shows that were so graphically touted by the 
energetic barker. 

Despite the promises of waiting police clubs 
the Ku Klux Klan made its first official ap- 
pearance in New York City and was given 
a reception that may be mildly described as 

Among the guests present were Hiram 
Abrams, Ben Blumenthal, Louis Auerbach, 
Bobby North, L. Lawrence Weber, Richard 
A. Rowland, Nathan Burkan, Elmer R. Pear- 
son, Hugo Riesenfeld, Winfield R. Sheehan, 
E. A. Eschmann, E. B. Johnson, J. 
C. Horstein, Edward Bonus, S. Eckman, Jr, 

Sam I. Berman, J. I. Schnitzer, E. W. 
Hammons, Charles L. O'Reilly, J. E. Brula- 
tour, Harry Scott, Joe Brandt, Senator James 
J. Walker, Samuel Goldwyn, Paul C. Mooney, 
P. A. Powers, Samuel L. Rothafel, Charles 
Burr, David P. Howells, Sam Zierler, Mar- 
cus Loew, Abe Warner, Dr. A. H. Giannini, 
Al Lichtman, Irving Lesser, Jesse Lasky, S. 
R. Kent, Joseph Plunkett, Moe Mark and 
Sam Morris. 


Whitman Bennett announces that his screen 
production, "The Hoosier Schoolmaster," is 
almost finished. From what he has already 
seen of the film edition of Edward Eggles- 
toii's mid-Western classic Mr. Bennett be- 
lieves the production adheres laithfully to all 
those elements that have made the original 
story rre of the most widely read pieces of 
American literature. 

In the crstumirg of this picture Mr. Ben- 
nett spent much time. All the costumes were 
designed from the woodcuts wliich appeared 
in the original edition published in 1872. In 
the selection cf the principals Mr. Bennett 
has striven for the same touch of local color. 
Hen-y Hull plays the title role and Jane 
Thomas is th.e leading woman. 


IFill Erect Studios on Forty-Acre 
Tract and Expand Forces 

HAROLD LLOYD, Pathe comedian, has 
purchased forty acres in Westwood, 
Cal., as a site for a studio which will be 
erected by the Harold Lloyd Corporation. 

No definite announcement concerning the 
details of the new enterprise will be forth- 
coming until Lloyd completes his present con- 
tract with the Hollywood Studios, where he 
is now renting studio space for the produc- 
tion of "The Girl Expert," his first inde- 
pendent picture for Pathe. 

Those close to the producer say that ever 
since the formation of his independent en- 
terprise he has been planning an expansion 
of his activities permitting one or more com- 
panies under the auspices of his own or- 
ganization. Several stars are understood to 
have already made overtures with a view to 
coming under his banner. 

The site just purchased lies midway be- 
tween the tracts recently purchased by Wil- 
liam Fox and the Christie Brothers, who are 
planning a transfer of their activities from 
Hollywood to Westwood in the near future. 


By Carl Laemmle 

I am highly gratified to announce Al Licht- 
man's affiliation with Universal. I have al- 
ways admired his ability and his foresight. 
He brings to L^niversal a far-reaching per- 
ception of film conditions and a driving power 
almost unequalled in the industry. 

By Al Lichtman 

I consider my coming to Universal the 
greatest opportunity I ever had. It is the big- 
gest thing I ever did. The Universal or- 
ganization, with its remarkable stabilitjs its 
great good will and its worldwide activities, 
affords unlimitea possibilities tor big achieve- 
ments in the film industry. 

My first job is to direct the presentation 
of "The Hunchback of Notre Dame." I con- 
sider this picture the greatest I ever had any- 
thing to do with in all the years I have been 
in the film business, and that goes back al- 
most to the beginning of the industry. 

I am now concerned in making an ex- 
haustive study of "The Hunchback" and its 
possibilities. Whether or not there will be a 
change in the present method of presentation 
remains to be seen. That will be determined 
after I have studied the situation. Nothing 
will be arrived at, in any event, for a week 
or so. 


W. B. Frank, who recently resigned as 
feature sales manager for Pathe to join the 
Hal Roach organization, was elected on Mon- 
day, November 26, to the vice-presidency of 
the Hal E. Roach Studios. News of Mr. 
Frank's election was contained in a dispatch 
from Los Angeles, where Mr. Frank is at 
present conferring with his associates of the 
Hal Roach Company. 

In his capacity as vice-president Mr. Frank 
will have complete charge of all the Hal 
Roach business activities in the East. He 
will establish headquarters in the Pathe home 
office building. 


Martin J. Heyl, vice president of Anderson 
Pictures Corporation, left New York No- 
vember 25, for Los Angeles. Mr. Heyl, who 
has been east for a series of conferences with 
Carl Anderson, will be permanently stationed 
on the Coast, in charge of all production for 
the Anderson organization. 

December 8, 1923 


Page IH 


Cosmopolitan Gets Behind What Is 

Expected to Be Her Biggest 

'pHE Cosmopolitan Corporation has be- 
gun arrangements for what is expected 
to be the biggest motion picture ball ever 
given. The affair will be held December 

14 in the Hotel Plaza and the entire pro- 
ceeds will be devoted to the Christmas 
Fund for disabled veterans of the World 

Marion Davies, star of "Little Old New 
York" and "When Knighthood Was in 
Flower" and a long list of Cosmopolitan 
productions, has been named chairman. She 

15 devoting practically her entire time to 
supervising its many details. 

In addition to Miss Davies all the other 
players in Cosmopolitan productions, as 
well as the executives of the corporation, 
are behind the affair and are giving it 
wholehearted support. 

The fact that the ball is for the benefit 
of American soldiers has given the func- 
tion a scope that carries it far outside of 
the usual motion picture channels. 

The honorary committee includes among 
others General Frank T. Hines, General 
Robert Lee Bullard, Major W. F. Lent, 
Frank J. Cummings, William A. Johnston, 
Martin Quigley, Messmore Kendall, John 
R. Hastings, Walter Vincent, William A. 
Brady, Walter Hampden, Al Lewis, A. H. 
Woods, Al Gordon, John Golden, Louis S. 
Weba, Joseph E. Shea, Sidney Wilmcr, 
Victor Watson, Will Bradley, Victor Her- 
bert, E. F. Albee, John Emerson, Irving 
Berlin, Florenz Ziegfeld, Lee Shubert, F. 
J. Godsol, Sam Harris, Earl Carrr-ll, 
George White, Charles B. Dillingham, Hol- 
brook Blinn, Archie Selwyn, Martin Her- 
mann, Morris Gest, Carl Laemmle, Leo 
Marsh, Sydney Cohen, James Grainger, 
William Brandt, Peter Brady, George M. 
Cohan, Edgar Selwyn, Max Gordon, Al- 
fred Hammer and L. Weber. 

The General Committee includes in ' its 
membership Joseph Urban, William Le 
Baron, Joseph A. Moore, Verne Hardin 
Porter, Luther Reed, Ray Long, John 
MacMahon, Edgar B. Hatrick, Robert G. 
Vignola, E. Mason Hopper, Lynn Rey- 
nolds, Everett Shinn, H. O. Davis, Bayard 
Veiller, Lillie Hayward, Edwin Mocharry 
and George B. Van Cleve. 


The Einstein Theory of Relativity Film, 
which recently aroused so much favor- 
able comment among moving picture cir- 
cles, has been taken over by the Red Seal 
Picture Corporation, 1600 Broadway, for 
distribution, according to an announcement 
just made by Edwin Miles Fadman, presi- 
dent of the Red Seal. 

Simultaneously with this advice Mr. Fad- 
man announces that he has booked the 
Einstein Theory of Relativity Film into 
the State Theatre, Cleveland, for a Cleve- 
land first run. In doing this a clever tie- 
up was made with the Cleveland News 
whereby on the Saturday prior to the pub- 
lic presentation the State Theatre was 
thrown open to all of the school teachers 
of Greater Cleveland for a free showing of 
"The Einstein Theory of Relativity." With 
the co-operation of the newspaper which 
gave the event columns of space, the show- 
ing went over big. 

At this pre-viewing, which began at 9:.-0 
A. M., not only were the Einstein movies 
shown, but the regular feature picture of 
*he following week's program. The News 
I'Tvited every school teacher in Cleveland 
and vicinity to attend as its guests. 

Production Manager of the Harold Lloyd Corpora- 
tion, under whose supervision the production activi- 
ties of Harold Lloyd's new independent organization 
for Pathe are making exceptional progress. 


United Producers and Distributors 

Will Operate from Coast 

\ BUILDING under construction at 
1606-8 Highland avenue, Hollywood, 
will contain the executive offices of United 
Producers and Distributors, Incorporated, 
or "U. P. D.," as the company will be 
known. In this building a model projec- 
tion room has been provided along with 
offices for managers and representatives 
of producing companies whose pictures are 
distributed by the U. P. D. Temporary head- 
quarters are at 6812 Hollywood Boulevard. 

Organizers of the new corporation in- 
clude G. R. Ringo, president, a resident of 
Hollywood; W. F. Wood, vice president 
and general manager; R. E. Ellwood, sec- 
retary and director of sales; Frederick G. 
Leonard, treasurer, director in several Hol- 
lywood ai.d Los Angeles institutions and 
president of Los Angeles Playground Com- 
mission; C. J. Shepherd; Arville L. Routt, 
and C. R. Stuart. 

As stated by Vice President and General 
Manager Wood, the underlying purpose of 
the men behind U. P. D. is to provide a 
means of unifying the interests of producer, 
distributor and exhibitor, to the end that 
the greatest possible entertainment value 
be given the public consistent with reasoji- 
able profit to all engaged in the industry. 

Particular attentio'.i will be given to pro- 
moting continued interest in pictures after 
the first run has been completed. The sec- 
ond run and subsequent showings produce 
approximately eighty per cent of the in- 
come received from the average picture. 
The stimulation of continued interest 
through continued advertising will, it is 
thought, materially increase net returns de- 
rived from U. P- D. pictures. 


Turning night into day with three bits of 
glass is the feat in photography perfected bv 
\^irs-il Miller, cameraman at Universal Citv. 
and inventor of a number of important ef- 
fects in camera technique. Miller has per- 
fected a "panchromatic filter" which, by re- 
versing rays of light entering a camera lens, 
can turn noonday, sunshine into a moonlight, 
on the film, so real that the effect is said to 
b? uncanny. 


Newly Weds to Be Seen in Series of 
four Productions 

W/HAT is regarded in film circles as im- 
" portant feature distribution contract is 
the announcement forthcoming from the 
W. W. Hodki nson Corporation that is has 
just closed with a producing unit operating 
at the Thomas H. Ince studios for four 
super-features co-starring James Kirkwood 
and Lila Lee. 

The first of these features, "Ihe Painted 
Woman," has been virtually completed, and 
will be ready for pre-showing shortly after 
the first of the year. 

It has been common gossip in film circles 
for several weeks that no less than four of 
the larger distributing organizations have 
been waging a brisk fight to sign up the 
Kirkwood-Lee combination, and the final 
signing of contracts by W. W. Hodkinson, 
on behalf of the distributing agency that 
bears his name, is the culmination of one 
of the most interesting contests ever waged 
in the industry. 

James Kirkwood and Lila Lee each has 
won individual fame in silent drama, and 
the value of the combination of the two 
stars was recently enhanced by their mar- 
riage. Both have a legion of admirers, 
and their many followers are eagerly await- 
ing their initial appearance in a co-starring 

"The Kirkwood-Lee co-star productions 
will be super-features in the fullest sense 
of the word," said Mr. Hodkinson. "These 
features, following our recent announce- 
ment of the Harry Carey series, now in 
production, is a earnest indication to the 
trade of our intention to furnish the exhibi- 
tors with worthwhile pictures from the 
best independent sources during the com- 
ing year." 


Upon completion of "Torment," his new- 
est M. C. Levee picture for First National, 
Maurice Tourneur will leave for a short 
visit to New York. 

Mr. Tourneur's chief reason for his East- 
ern trip is to purchase new stories. He 
will look over a number of Broadway suc- 
cesses with the hope of obtaining some 
well known plays for early picturization. 

"Torment" is nov/ nearing completion at 
tl^e United Studios and Tourneur expects 
to have it cut and titled within the next 
few weeks so that he can get away as soon 
as possible. He will probably take the 
master print of the production with him 
to show to First National executives and 
exhibitors in the East. Arrangements for 
the national premiere of this film will also 
be completed by the director in New York. 


The Rothacker slogan contest has been 
extended and will not close until January 1. 

The extension was made to give those 
in foreign countries time to get in on it. 
Watterson R. Rothacker received a cable 
from the European representative of the 
Rothacker company, suggesting an exten- 
sion that would give British film people 
time to try for the gold that is offered as 


Alexander Aronson. general manager of 
Truart Film Corporation, has been abroad 
for over two months. He is making an 
extensive survey of the foreign market, and 
has spent considerable time in London and 
the principal cities of the Continent. 

Page 14 

Exhibitors Trade Review 


Cosmopolitan Star Will Do 'Janice 
Meredith' After 'Yolanda' 

JL TION announces that it has selected "Jan- 
ice Meredith" as a special production in which 
Marion Davies will star, following her ap- 
pearance in "Yolanda." 

The story has been adapted by Lillie Hay- 
ward from the celebrated novel of the same 
name by the late Paul Leicester Ford. It 
was one of the most popular of its day when 
published several years ago, and later scored 
an enormous success on the stage with Mary 
Mannering in the stellar role. 
■ "Janice Meredith" is a romance of the 
Revolutionary period of American history, 
anc man\ of its characters are those who 
were founders of the American Republic, 
or who were conspicuous in its early devel- 

Many of those famous in American history 
who will appeal in the screen version are 
George Washington. Benjamin Franklin, 
Lafayette, Samuel Adams, John Hancock, 
Rochambeau, General Lee and Paul Revere. 

The period of the screen play will em- 
brace the entire Revolutionary era from 1775 
to 1783 and many of the important battles 
famed in liistory will be filmed, including the 
Battle of Trenton, Battle of Lexington, the 
occupation and evacuation of Philadelphia, the 
Battle of Yorktown and the surrender of the 

The Cosmopolitan Corporation is preparing 
to make the screen presentation the most 
elaborate production in its history. Miss 
Davies will have in the title part a role 
which affords an even wider scope than any 
she has previously played. 


Flo Ziegfeld, J. J. and Lee Shubert, Earl 
Carroll and Al Jones of the Greenwich Vil- 
lage Follies are co-operating with Marcus 
Loew to make the opening of the Lexington 
Theatre, Lexington Avenue and 51st Street, 
Wednesday night the biggest success in his- 

Mr. Loew will entertain his stars and the 
companies at a supper part}' and dance at 
the Alamac Hotel. 

Arrangements have also been made for the 
winner of the Mineralava Valentino beauty 
contest at the Madison Square Garden to be 
presented that evening, including Dorothy 
Knapp, winner of the Physical Culture Beauty 

Samuel Bishoff has joined the Grand-Asher forces. 
His new duties will be those of General Manager. 
It seems safe to predict that everything will be run 
in a thoroughly business-like manner. 

Contest, and Imogine Wilson voted by her 
associates as the prettiest girl in the 1923 
edition at the Follies. 


Hoy's Reporting Service Idea Adopted 
at A St or Meeting 

'■pHE credit control plan submitted b)' the 
1 Hoy Reporting Service to the newly-or- 
ganized Film Laboratories Credit Associa- 
tion was adopted at a meeting of the labora- 
tory men in the Hotel Astor last Thursday 
night and will be put into operation at once. 

The meeting, which was held in the Yacht 
room of the Astor, reiterated its previously 
announced policy for putting an end to "wild- 
catting" as a constructive contribution to the 
general rehabilitation of the picture indus- 

Under the Hoy system persistent offenders 
against good business ethics will be placed 
on a cash basis and a huge loss heretofore 
incurred by laboratories through advancing 
prints on negatives left as security will be 

Since it became known the laboratories 
were organizing to protect themselves and 
producers and distributors who conduct their 
business properly there has been a marked ac- 
tivity on the part of the "bad actors" to set 
themselves right. 

One of the leading laboratory executives 
told at the Thursday meeting of one account 
that had been dormant for several years 
which had, since the credit plan was an- 
nounced, paid half of the old bill and gave 
a thirty-day note to cover complete payment. 

According to reports, several other branches 
of the industry will follow the laboratories 
by checking waste through too liberal credits. 


The Woods' Theatre in Chicago has been 
taken over by Jones, Linick and Schaefer. 
When Mr. Jones was in New York several 
weeks ago the deal was arranged. 

The entire building lease will be taken over. 
This is said to have ninety-two years to run 
at a price of $1,110,000. The theatre is 
situated in the business section of Chicago, 
and has an excellent location. 

"Scaramouche" will continue to play at $2 
top prices. In fact, the change in ownership 
will not alter the policy of the theatre in 
the least. 

Mr. Jones was previously managing direc- 
tor of the McVicker's, a J. L. and S. house 
under lease to Paramount. His resignation, 
however, will not bear on the arrangement 
covering it. 

Jones, Linick and Schaefer will receive half 
of the profits as usual, but will not have any 
control over the actual management of the 

Another Item of interest in the exhibitor's 
circle of this city is the dissolution of Marks 
and Goldman. This firm controls a string 
of first-run theatres in Chicago. Their agree- 
ment is that one-half of the theatre proper- 
ties will go to Marks and the other half to 



The board of directors of Loew's Incor- 
porated, elected at the annual stockholder's 
meeting is composed of Marcus Loew, 
Nicholas M. Schenck, David Bernstein, Ar- 
thur M. Loew, David L. Loew, Charles M. 
Schwab, Daniel E. Pomeroy, David War- 
field, Lee Shubert, W. C. Durant and Wil- 
liam Hamlin Childs. 


Leaves New York Branch to Become 
Philadelphia Manager 

1 N recognition of his exceptional ability, 

Vitagraph announces that Robert S. 
Horsley, the popular assistant sales manager 
of the New York branch, has been promoted 
to the managership of the Philadelphia office, 
effective November 27. 

This promotion is in accordance with Vita- 
graph's policy to reward meritorious service, 
and the entire Vitagraph staff joins in wish- 
ing Horsley the best of success in his new 

Horsley's record in the employ of Vita- 
graph is one of the most enviable in the en- 
tire industry. Starting in as a salesman in 
the New York state territory on February 9, 
1918, he went right up the line, covering all 
the territories in the New York office. 

On December 4, 1920, he was promoted to 
the assistant sales managership when George 
H. Balsdon was made sales manager of the 
New York branch. 

Before his association with Vitagraph 
Horsley had had a long and varied experience 
as an exhibitor, which proved advantageous 
in his dealings with the New York territory 
theatre owners. 

He is one of the best liked men in the 
business, and is known to every exhibitor in 
the New York territory as "Bob." 

On Saturday, November 24, the staff of the 
New York branch gave him a farewell party 
at which he was presented with a diamond 


Renee Adoree, petite little screen star, was 
seriously injured Thursday night in a crash 
between a North Broadway street car and 
her automobile while she was enroute back 
to the Louis B. Mayer Studio to work in 
some night scenes for Reginald Barker's new 
picture, "Cape Cod Folks." 

After examination at the Angelus Hospital, 
Aliss Adoree was removed to her home under 
the care of a trained nurse. Dr. Tice, is 
attending the case. Mrs. Lou Salter, who 
was with Miss Adoree escaped with only 
minor injuries from broken glass. 

As Miss Adoree will be unable to rejoin 
the Mayer Company for some time, Mr. 
Barker has removed the scene of his filming 
activities to Laguna Beach where he will stage 
a number of episodes in which the star does 
not have to appear. 

The first of the "Chronicles of America" series to 
be released by Pathe is called "Columbus." These 
I'istorical films are creating much favorable comment 
by teachers and professors all over the country. 

December 8, 1923 

Page 15 

■"— " + 


Who has completed Goldwyn's new feature, 
"Greed." The pen and ink drawing is by Hersholt. 


Back at Sludio Ready to Begin on 
Principal Pictures Contract 

T)ABY PEGGY returned to Los An- 
geles after having had the time of her 
hfe on her visit to NeVv York and 
other large Eastern cities. She will im- 
mediately begin work on the first of a 
series of photoplays for Principal Pictures 

The first story is now being decided 
upon, and announcement of same will be 
forthcoming in the very near future. 

While in the East, Baby Peggy, her 
parents, Mr. and Mrs. Jack Montgomery 
and her sister Louise, were guests of Prin- 
cipal Pictures Corporation. Their trip 
was a success from every angle. 

The New York newspaper folks and 
magazine writers had the opportunity of 
personally meeting the starlet, and of be- 
coming intimately acquainted with her. 

She met thousands of children where- 
ever she went, and was made an honest-to- 
goodness Indian Princess of the Flathead 
Tribe of Montana. 

Baby Peggy also celebrated her fifth 
birthday while in New York, and was 
tendered an elaborate luncheon at Hotel 

According to Sol Lesser, President of 
Principal Pictures, the little star will make 
three or four feature productions a year. 
She has a three year agreement with the 
picture organization. 

In speaking of the contract entered into 
between Baby Peggy and Principal Pic- 
tures Corporation, Lesser stated that the 
rumors of a fabulous salary paid the little 
actress for her camera services were en- 
tirely unfounded. 

"It has been reported," said the film 
executive, "that Baby Peggy is to receive 
a million dollars or more a year. This is 
absolutely untrue — could never be possi- 

"No motion picture organization can af- 
ford to pay a star, irrespective of who 
he or she may be, a sum of money as 
large as that. The motion picture in- 
dustry must be conducted on strict busi- 
ness principles. 

"This talk of stars receiving millions 
of dollars is absurd, and the sooner this 
sort of propaganda is stopped, the better 
for all concerned. It not only hurts the 
industrv in general but is detrimentil to 
the artists as well." 


Part 7 

Fashionable Trade 

By Gcori^e Rice 

TT IS a nice thing for any theatre to have 
a hmouslne stop in front, the uniformed 
chauffeur get off to open the door for the 
jeweled occupants, and members of the 
upper set of the town pass into a movie 
house after buying one or more of the 
best loges. 

This gives tone and class to any theatre, 
and for this reason it was our ambition to 
have as many as possible of the fashion- 
able people patronize our two theatres. 

Thomas cons'dered that we were foolish 
to bother with the wealthy, because we had 
failed to reach them with every form of 
regular advertising, but we felt differently 
Occasionally a few of the wealthy set ac- 
tually attended our theatre, and we thought 
that if the other rich people knew it that 
they too would come. 

I belonged to a local lodge in which 
there were several chauffeurs of rich men, 
and I requested one of these men to drive 
his car to the front of our Star Theatre for 
the purpose of getting a photograph 

The accommodating chauffeur was on 
hand the next day with the four thousand 
dollar limousine of his unsuspecting em- 
ployer. I had one of our usher girls put on 
her best, and a picture was made showing 
her leaving the car to enter our theatre. 

A plate was made from this photo- 
graph, and used on the front of a little 
four-page circular. The limousine was of 
the common design, and the wealthy 
owner could never distingu'sh it as his, for 
the number plate was covered. 

I got those folders out by sending them 
through the mails, by giving them to pa- 
trons at the doors of both our theatres, by 
tossing them on to automob'le seats' in 
public places, by scattering them in the 
hotel lobbies, and by other means. 

While many of them failed to reach the 
people of the higher social set, I had many 
evidences of the folders reaching the mid- 
dle classes. 

I felt that the photograph of the fine 
car m front of our theatre impressed the 
people with the idea that our place was 
patronized by the elite. 

This, of course, if so, would help any 
theatre. There are many people who are 
not of the millionaire class, but who have 
all of the tastes and ambitions of the rich, 
and vvill attend the same places of amuse- 
ment if for no other purpose than to mingle 
with them. 

I believe that the folder I got out at- 
tracted a considerable number of the fam- 
ilies of the wealthy and of the common 

Still we had our anxious moments. For 
instance, a working man who had been 
coming to the Howe Theatre regularly and 
occupying the same seat, said that the aud- 
ience was getting to be too nice for him. 

"I don't have the time to change into 
evening clothes and I have to come like 
this or not at all," he said, as he pointed to 
a rather shabby pair of overalls which he 
wore, and a soiled coat. 

I advised him to take a seat off to one 
side down front where he would be away 
from the stylish people, and he did so. 

We had had moderate success in increas- 
ing the attendance of the children and the 
farmers. Our success with, the high brows 
was doubtful. 

Next we gave our attention to the work- 
ing classes. 

f {To be continued) 


Sketched by himself as he appears in the part 
of Marcus "Shouler" in Goldwyn's "Greed." 


Carries Equipment to Make Neu- 
Animal Film for Metro 

SOiM, who made "Trailing Afri- 
can Wild Animals," the big Metro 
success, sailed on the Leviathan Saturday, 
December 1st, to spend five years in the 
heart of darkest Africa, filming wild 
beasts for another of their remarkable pic- 

They will spend three weeks in England, 
where Mr. Johnson will devote much of 
his time to the fitting of specially-made 
lenses, and the other preparations neces- 
sary to such a prolonged stay in an un- 
civilized country. 

From England Mr. and Mrs. Johnson 
will sail for Mombasa, and from there 
will travel to Nirobi where they will 
gather together herds of camels, oxen and 
mules, and engage a small army of black 
boys to accompany them on their expe- 
dition. From Nirobi the outfit will jour- 
ney to Lake Paradise. 

On arriving at Lake Paradise, log cabins 
will be constructed, and a permanent 
camp made. From these headquarters 
various journeys will be made to photo- 
graph for the motion picture fans of the 
world, the wild life of Africa. 

Mr. Johnson confidently hopes to obtain 
even more thrilling motion pictures than 
those shown in "Trailing African Wild 

A remarkable thing about the expedition 
of Mr. and Mrs. Johnson is the fact that 
they will take along with them complete 
equipment, not only for the photographing 
of the wild animals, but an outfit where- 
by the films will be developed, printed and 

Mr. Johnson in this way will be able 
to send back a completed picture without 
leaving Africa and his camp. 

Several new lenses have been developed 
by Mr. Johnson, who will have with him 
the most modern, complete and satisfac- 
tory photographic equipment that has ever 
been assembled. 

Thirty-two lenses will be included, to 
say nothing of twenty-one cameras, tri- 
pods and other such accessories. All of 
these were made and constructed under 
Mr. Johnson's supervision and calculated 
to produce the finest kind of pictures pos- 

Page 16 

Exhibitors Trade Review 

The Exhibitors' Round 

Better known as Mrs. Harold Lloyd. Heralded as 
one of the sweetest girls cn the screen. Mildred 
Davis is soon to appear in a Ben Wilson produc- 
tion for Grand-Asher release. 

Robert Carnie, Aletro salesman who for- 
merly owned the Alamo theatre of Kansas 
City, won a suit in which misrepresentation 
of fact was charged against P. R. Tell the 
amount awarded being 359,750, which was 
about half of which Mr. Carnie lost on the 

A coincidence in Kaxs.'VS City this week 
proved beneficial to Frank J^. Newman of 
the Newman theatre, as \^'ell as the Orpheum 
theatre, when Hale Hamilton, who played in 
the picture, "His Children's Children," which 
was showing at the Newman, also appeared 
in an act at the Orpheum. It meant r-ome 
of that much desired free publicity. 

Regarding Sunday Service 

0\'ER a year ago I rented my Theatre 
to the Congregational Church for their 
use on Sunday evenings, making a satis- 
factory lease with them. As a result every 
Sunday evening I have a big crowd in my 
theatre ; who see a picture picked by me from 
my exclfanges, and showing my stars, pre- 
sented to a sympathetic audience, and intro- 
duced by a half hour of fitting prologue, that 
it would cost me $100 to duplicate. 

As a result I have a lot of satisfied people, 
who go away from my Theatre with the 
feeling that "it satisfies." I am positive that 
over 90% of the Sunday night crow 1 is 
more apt to come back during the week to 
see another good picture. My opposition here 
has had articles in several of the trade papers, 
to the effect that my Sunday Screen Service 
is unfair competition, and is killing the in- 
dustry in Pierre. It is not. 

Mr. Pettijohn and Mr. Fischer made a 
special trip out to Pierre to investigate the 
situation, and after lo')k-ng oxn the local 
conditions, advised the opposing manager to 
also co-operate with the churches. 

My opposition, however, refused to do so, 
and has for some time refused to allow the 
Church to use any picture, second run, that 
has shown in his hou".e althougn he has no 
desire to run them second run himself. 

The day after Mr. Pettijohr and Mr. 
Fischer were in Pierre, he came out in his 
daily paper — he owns the only newspaper in 
the community — in a long article, stating in 
effect that the Sunday Screen Servic e was a 
bomb thrown into the motion pictur; business 
in Pierre, and that his Theatre had lost 
much money, because of ft. 

Among other things stated — "while we do 
not know the exact number attending the 
other show, we do know practically the at- 
tendance, and it is a big drop." I do not 
think it improves business to advertise that 
}'ou are running it so poorly, that you are 
losing money, nor do I likf tr have rny 
competitor tell my friends and patrons, that 
I am doing so. 

But the only answer I have made to the 
above mentio'ied article was a slii e run at 
my Theatre exactly as follows: "After read- 
ing tonights paper, I am reminded of the 
old sav ing, 'If you throw a stone into a pa;k 
of dogs, the one that goes off howling is 
the one you hit.' " 

He claims to have put over twenty previous 
theatre mai.agers out of business in Pierre. 
His owning hi? own theatre, and his own 
newspaper makes him a hard competitor. I 
have succeeded, since returning from the War, 
in making a living from my Theatre, paid my 
§;250.0n a month rent, and played out every 
contract I ever signed. 

Oh ves ! Talking about "unfair competi- 
tion" I might mention that he has publicly 
announced that he will accept no advertising 
in his daily paper from the Grand Theatre or 
from any organization renting same. 

He has refused to take the Church notices 
or the Armistice day program, which included 
a free entertainment to the Pierre Public, 
given in my Theatre, and he savs we wili 
never again print the name "Grand Theatre" 
in his paper. 

Chas. Lee Hyde. 

An exploitation stunt being used at the 
Main Street theatre, a combination motion 
picture-vaudeville house of Kansas City, has 
been getting big results the last week, as 
well as newspaper space. At each perform- 
ance Miss Louise Lovely, motion picture star, 
selects casts from the audience and directs 
the "players" before the camera. The follow- 
mg week the complete pictures will be shown 

at the theatre. The banner newspaper story 
of the week came when Mayor Cromwell 
of Kansas City consented to appear in a "spe- 
cial" film with Miss Lovely. 

Suit for a 5-reel picture, "The Dancing 
Fool," was filed in the district court of 
Kansas City, Kans., this week by the Fa- 
mous Players-Lasky Corporation against L. 
G. Andera and others, owners of the Vic- 
toria theatre, Kansas City, Kans. It was 
alleged that the picture was wrongfully de- 
tained by the exhibitors. It developed, how- 
ever, that the picture in possession of the 
defendants was not "The Dancing Foel," 
but "The Dancing Lover." The posters used 
were for the "Dancing Fool," a film which 
is reported to have been stolen in the East. 

Reformers Creeping Up 

YVTHAT is regarded as a veiled and diplo- 
" matic movement in taking the first step 
towards a fight to obtain Sunday closing in 
Kansas City, Mo., was made by a delegation 
from the Kansas City Council of Churches 
this week. The delegation appeared before 
the finance committee of the upper house of 
the city council in behalf of a proposed or- 
dinance prohibiting circuses from showing 
Sundays, on the grounds that it tended to 
detract from church services. 

That circuses do not come to Kansas City 
in the winter no one need be told. It is not 
circuses that are worrying the church coun- 
cil, many exhibitors feel certain, but should 
the church delegation be able to "put over" 
such an ordinance it is believed that they 
would come right back with a Sunday closing 
ordinance for motion picture shows. 

Little or no concern is felt by exhibitors, 
however, as the "battling average" of re- 
formers in Kansas City never has been any- 
thing startling. Besides, with the city finan- 
cially deep in the "red" the city council is 
too busy just now with a proposed county tax 
on motion picture houses to listen to any pro- 
posed ordinance that would kill the fatted calf. 
And the exhibitors intend to battle to the 
last ditch before they submit to such a tax. 
Therein lies the "rub."' 

A settlement has been reached out of cotut 
in the Clarke Estate Company suit against the 
Orpheum theatre of Kansas City. John S. 
Wright, counsel for the theatre, declined to 
state the amount. Judgments totaling about 
S80.000 were returned in the federal court 
against the theatre last spring. 

At a meeting ■ last week of the Kansas 
City Division of the M. P. T. O. A. a plan 
of obtaining additional revenue for the asso- 
ciation through an advertising slide was dis- 
cussed, but no action was taken on the mat- 
ter, as a similar deal is pending with a large 
Kansas City department store. The asso- 
ciation also unanimously endorsed Motion 
Picture Day, sponsored by the M. P. T. O. A. 

Truly B. \^^ildman of the Enterprise Dis- 
tributing Corporation of Kansas City was 
elected president of the Kansas City Film 
Board of Trade at a special meeting of the 
board last week. Sid Halderman was elected 
vice-president and George Ware, new Vita- 
graph manager, was elected to sit on the board 
of arbitration. Mr. Wildman succeeds Harry 
Graham, former manager of the Kansas City 
Pathe branch, who has been transferred to 
St. Louis to manager the Pathe branch there, 
after two and one-half years in Kansas City. 
Mr. Graham is to be succeeded at the Pathe 
office in Kansas City by Cecil \"aughn, for- 
merly of the Memphis branch. As vice-presi- 
dent, Mr. Halderman succeeds Marty Wil- 
liams, who resigned his office. 

December 8, 1923 

Page 19 

Round About the Studios 


Book With Sensational Sales Record 
to Be Adapted Early 

ANNOUNCEMENT comes from the 
Warner Brothers home office to the ef- 
fect that screen rights have been procurred 
to "The Yoke," Hubert Wales' sensational 
novel which has stirred all England and 
is now creating a furore in America. This 
story is to be adapted to the screen by Warner 
scenarists for production by Harry Rapf. 
Mr. Rapf is delighted over the acquisition of 
screen rights to this story and is planning to 
make a strong, vivid production. He is also 
arranging for the assembling of a cast of 
well-known screen celebrities for the various 

This story has focused world-wide atten- 
tion upon Hubert Wales as a sensationalist. 
It is said that this story ranks very favor- 
ably with Elinor Glyn's best, and is one that 
lends itself to picture adaptation admirably. 
It is predicted that this will be one of the 
big picture sensations of the year. 

The book is published by B. Dodge & Co., 
in America. It is a story dealing with a 
series of passionate love affairs, strong in all 
the_ essential elements of good drama, fast in 
action and crammed with suspense and heart- 
thrilling moments. 

In literary circles and book departments of 
various magazines, Hubert Wales is being dis- 
cussed with more than usual interest — a fact 
that should add impetus to the public's de- 
sire to see his book production in a photoplay. 


"Captain January," by Laura E. Richards, 
now in its fifty-second printing and with a 
circulation of more than 600,000 copies, will 
be Baby Peggy's first screen vehicle as a 
star for Principal Pictures Corporation. 
This announcement has just been made by 
Sol Lesser, president of Principal. 

Work on "Captain January" will be started 
January 21, three days after Baby Peggy re- 
turns to the Coast from her triumphant tour 
of the East and Middle West, during which 
she met hundreds of thousands of people and 
was showered with praise. The child star 
left New York City on November 9, went 
to Boston and surrounding cities as the guest 
of the Boston Post and then proceeded to 
Chicago. In Baby Peggy, Mr. Lesser be- 
lieves he has a "find" that will prove equally 
as great as Jackie Coogan, whom he de- 
veloped, and he considers "Captain Janu- 
ary" the ideal story with which to intro- 
duce her to the public in a big special pro- 


Goldwyn Pictures Corporation has bough; 
the picture rights to "The Bandolero," a ro- 
mantic melodramatic novel of Spain by Paul 
Gwynne, which was published by Dodd, Mead 
and Company. Tom Terris has been chosen 
to direct it. 

The Bandolero is a man whose wife has 
been murdered struggling against the attempt 
to abduct her by a licentious Marquis. In 
revenge, he kidnaps the Marquis's son and 
years later the Marquis gives an order for a 
fresh bull to be introduced into the arena 
after Bias, the famous matador, has been 
worn out in previous fights. Bias is gored 
and almost dead when the Marquis learns that 

the bull-fighter is his own son. 

The action is fast, furious and melodramatic 
throughout and should make "taking" motion 
picture material. 


Announcement is made from the Charles 
Chaplin studio that "The Gold Rush" will 
be the title of the forthcoming Chaplin com- 
edy, work on which has been begun and for 
which the star producer is now preparing his 

The story will be a Chaplin story of the 
days of the "Forty-niners," when the world 
went mad for the muck called gold. Chaplin 
himself will again don the baggy breeches, 
the old shoes and the faithful derby, and 
from all reports from those "in the know" 
the story as being outlined will present the 
comedy genius in the funniest role he has 
ever attempted in what he intends shall be 
his most uproarious film. 

This will be Chaplin's first comedy release 
for United Artists Corporation, and present 
plans are to have "The Gold Rush" com- 
pleted about February 1st. 


The construction of the big cottage set in 
John S. Robertson's production of 'The En- 
chanted Cottage," starring Richard Barthel- 
mess was completed at Inspiration Studio in 
Fort Lee, last week. 

Work on the picture which is a First Na- 
tional release, is rapidly progressing and it iS 
expected that it will be completed by the 
first of the year. 

"The Enchanted Cottage" promises to be 
the finest of the "series of films Richard 
Barthelmess has done for First National. 

For the garden and cottage set which is 
now being used at the studio, real sod and 
artificial trees and flowers give the effect of a 
bit of English countryside. The exterior and 
interior of the cottage designed by Livings- 
ton Piatt, are excellent illustrations of good 
taste in studio design. 


'Dorothy Vernon of Haddon Hall' at 

the Half Way Stage 

A CTIVITY and more activity, with every- 
body on the jump, is the order of every 
day at the Pickford-Fairbanks studios. 
Not an employe on the lot has time even to 
think of the talked of slump in pictures. 

Mary Pickford in "Dorothy Vernon of 
Haddon Hall" is reported as being nearly one- 
half under way, while Marshall Neilan, the 
director, is making great progress on the ex- 
terior scenes surrounding Haddon Hall. 

For the last several days scenes of regal 
splendor depicting the regime of Queen Eliza- 
beth have been enacted in and around the 
grounds of the Haddon Hall set, an exact 
replica of the original, and one of the most 
artistically beautiful settings ever put up for 
any photoplay. Finished in the colorings of 
the original sandstone buildings, surrounded 
by beautiful grounds, gardens and trees, with 
terraces and clinging ivy, Haddon Hall has 
become one of the show places of Hollywood. 

Production work on the exteriors is going 
forward rapidly in anticipation of the rainy 
season, when the interior and more intimate 
action will be shot. Neilan declares he will 
have "Dorothy Vernon of Haddon Hall" fin- 
ished well within schedule time, and that by 
the first of the coming year this newest Mary 
Pickford production will be ready for show- 

Douglas Fairbanks' "The Thief of Bag- 
dad" is more than three fourths completed. 
The biggest mob scenes are scheduled for 
shooting this week, and will complete the 
scenes of general magnitude and splendor,' 
leaving only those scenes depicting fantasy 
and magic to be filmed. Cutting and editing 
of the finished portions is well under way. 

"The Thief of Bagdad" Mr. Fairbanks as- 
serts, will show some of his greatest screen 
work, both dramatically as well as from the 
athletic standpoint, and will eclipse in gran- 
deur and beauty anything heretofore shown 
on the silver sheet. 

Page 20 

Exhibitors Trade Revietv 


"Theatre partv 


When "Masters of Men" played at the Colonial Theatre in Indianapolis, what more natural than that the 
Management invite as guests of the theatre the boys wha constitute that very commodity in the making. 


Gave Benefit Performance for Poor in 
Georgetown^, S. C. 

THOMAS MEIGHAN and his company 
of fifty-nine players ended their stay m 
Georgetown, S. C., where they had been film- 
ing exterior scenes for "Pied Piper Malone, 
with a benefit ■ performance for the poor 
children of the town which netted six hundred 
dollars Mr. Meighan contributed one hun- 
dred dollars and other members of the com- 
pany gave two hundred dollars, the balance 
coming from the townspeople who paid to see 
the performance. The money will be used 
for milk and clothing for the poor children 
of the community. 

Before the performance the Chamber of 
Commerce of Georgetown gave a reception 
for the Paramount company and a large part 
of the town's population turned out to extend 
hospitality to the motion picture people. It 
was the first time that a motion picture com- 
pany had used Georgetown as a locale for a 
picture and the event was one of unusual in- 
terest to everybody. 

The company returned last Monday night 
to New York where the interior scenes for 
the picture will be filmed at the Paramount 
Long Island studio. 


Before leaving Hollywood for San Fran- 
cisco in quest of location last week, Emory 
Johnson, the producer, announced that he had 
signed Mary Carr for a series of big attrac- 
tions to be released through F. B. O. 

His first production with Mrs. Carr will 
also present Johnnie Walker, the team ap- 
pearing as mother and son for the first time 
since their memorable triumph in "Over the 

It is believed that the Carr-Walker com- 
bination will prove very successful, especially 
in view of the fact that the Johnson produc- 
tions will be developed along strong show 
lines after the fashion of his previous F. B. 
O. successes starring Ralph Lewis. 

The title and theme of the first Johnson- 
Carr-Walker production is being .temporarily 
withheld. Mrs. Emilie Johnson, talented 
mother of the yovmg producer, is writing the 
story and will do all the others to be pro- 
duced by her son in the future. 

Production will probably be started next 

week at the Robertson-Cole Studios. The 
soldiers at the Presidio in San Francisco will 
figure in many of the spectacular scenes. 

Mr. Johnson is offering prizes for the best 
title to his new story of "The Base Ball 



Harry M. Berman, general sales manager 
of F. B. O., arrived at the Roberson-Cole 
Hollywood studios last week and the first 
thing he did was to sign Mai St. Clair to 
direct a new series of H. C Witwer two reel- 

The unprecedented success of F. B. O.'s 
"Fighting Blood" series, starring George 
O'Hara, is generally attributed in no small 
measure to St. Clair's firm grasp on human 
nature and his directorial skill. Following 
the completion of his work on "Fighting 
Blood," the young director took a rest and 
then directed Wesley Barry in "George Wash- 
ington, Jr." 

The title of the Witwer series he will next 
film will be announced within a week and 
production will start at once. 


J. Stuart Blackton finished "Let Not Man 
Put Asunder," the picturization of Basil King's 
stirring arrangement of divorce, at the Vita- 
graph Studios in Brooklyn last week. Paul- 
ine Frederick, Lou Tellegen and Helena 
D'Algy played the last important scenes in a 
drenching rainstorm. The storm was the 
last effect used in the production. 

Miss Frederick, Mr. Tellegen and Miss 
D'Algy were drenched at the beginning of 
the taking of the sequence and for more than 
four hours endured the torrents of manu- 
factured rain on the lot. The set was a re- 
production of the exterior of the famous Bay- 
liss mansion on Long Island. 

The announcement of the making of "Let 
Not Man Put Asunder" by Director Black- 
ton has brought unusual inquiries to Vita- 
graph from exhibitors. 

Another point of realism was achieved in 
the photoplay by the planting of real, small 
trees for decorative effect around the beau- 
tiful cottage, as also the careful attention 
given to lawns and gardens surrounding the 
house, all of which are real. 

Others in the cast of this society drama 
are Leslie Austen, Pauline Neff, Violet De 
Baros, Martha Petelle, Gladys Frazin, Clif- 
ton Webb and Hommer Lynn. 


'Brass Bottle' Put Over With Aid of 
Pretty Girl and Merchants 

ANNEXING an Atlantic City beauty win- 
ner and appropriating her for local ex- 
ploitation purposes was the record achieved 
by the debonnair Robert Slote, Manager of 
Crandal's Strand Theatre, Cumberland, Md., 
in connection with the showing of First Na- 
tional's "The Brass Bottle." 

The campaign affords an excellent illus- 
tration of showing how an alert theatre man- 
ager can beat time to the gun and actually 
initiate exploitation which, on its consumma- 
tion, looks as if it had been made to order 
for him. Ostensibly Manager Slote simply 
picked off Cumberland's beauty winner for his 
own theatre. He took Miss Elizabeth Cath- 
erine Steele, who was to represent Maryland's 
Queen City at the Atlantic City pageant and 
had her feature his campaign. 

In fact, however, he conceived the idea of 
the campaign. He saw the coming Atlantic 
City festival, urged upon the business men of 
Cumberland that they ought to be represented 
because of the advertising value the city 
would gain. When it came to a question of 
how that representative should be selected. 
Manager Slote simply pulled the trump card 
out of his sleeve. 

"Let the Strand Theatre run a beauty con- 
test, the winner to go to Atlantic City to rep- 
resent Cumberland" was his simple explana- 
tion. And they left the details to him. 

Word of mouth advertising and newspaper 
publicity followed. The contest was a de- 
cided success, the winner was photographed 
with Mr. Slote and other leading business 
men, she appeared on the stage of the Strand 
with other beauties and "The Brass Bottle" 
pulled a huge attendance. 


Cecil B. De Mille has returned to the Lasky 
studio from a ten-day hunting trip in North- 
ern California. Mr. De Mille left for this 
vacation immediately on completing the final 
editing of "The Ten Commandments." 

Mr. De Mille plunged at once into prepara- 
tions for his new Paramount picture, "Tri- 
umph," his first under the new "life" con- 
tract by which he also resumes duties as 
Director-General of the Famous Players- 
Lasky Corporation. Leatrice Joy and Rod 
La Roque will be featured. 

December 8, 1923 J" 

Page 21 

Up and Down Main Street 


Seven Reeler Cut to Six in Response 
to Showmen's Demands 

TN line with his recent announcement in 
favor of a maximum of six reels for fea- 
ture productions, Hal Roach has cut "The 
Call of the Wild" from seven to six reels. 

This production was adapted from Jack 
London's famous dog story of the same title 
and made under the direction of Fred Jack- 
man. A full-blooded St. Bernard dog, owned 
by Hal Roach, plays the role of "Buck." 
The part of John Thornton is taken by Jack 
Mulhall, while Walter Long plays the role 
of "The Man with the Club." The picture 
was released by Pathe on September 23rd and 
has since been played by leading first-run 
houses throughout the country. 

Mr. Roach's espousal of the policy of a 
maximum of six reels for feature produc- 
tions was the outcome of. his recent Coast to 
Coast trip, during which he interviewed prom- 
inent exhibitors in all the key-cities he visited, 
on the subject of proper feature length. He 
was so strongly impressed by the uniform 
demand for shorter lengths in feature pro- 
ductions that upon his return to the Hal 
Roach Studios on the West Coast he at once 
fixed upon a total of six reels as a maximum 
to be observed in all his future feature ac- 


Charles Ray's new feature picture, "The 
Courtship of Miles Standish," has been booked 
for an indefinite run in Detroit by an ar- 
rangement between John Kunsky of the Madi- 
son Theatre and J. S. Woody, general mana- 
ger for Associated Exhibitors. The deal also 
involves the personal appearance of Charles 
Ray with the showing of the pictures which 
is to open the week of December 2. 

While in Detroit, Mr. Woody was inter- 
viewed by the Michigan Film Review, and is 
quoted as saying: 

"We are going to release big pictures only. 
We have turned down over 100 pictures this 
year that were submitted to us for distribu- 
tion. Some of them were mighty good pro- 
gram pictures, others were mediocre, but we 
are after only pictures that have big box- 
office value because we have learned it is the 
only kind exhibitors will pay regular money 
for- — and it does not pay to handle the other 
kind. Exhibitors can look for some big an- 
nouncements from Associated Exhibitors dur- 
ing the next few months." 


Warner Brothers have just announced the 
completion of "Daddies" the screen version 
of the David Belasco stage success of the 
same name. This is the third Belasco play 
produced by Warner Brothers this year. 

"Daddies" brings to the public one of the 
finest comedies that has ever been played 
on the legitimate stage. It is the story of 
a bachelor club formed by five men while at 
Yale. The club progresses with great suc- 
cess until one of the members conceives the 
idea of each of the members adopting a "war 

The orphans arrive, and the club goes out 
of business about the same time, because the 
foster fathers find they can't run a club and 
a family at the same time — particularly in 
the case of one member who finds his "or- 

phan" is triplets. Another member discovers 
that his orphan is seventeen years old and a 
not uncomely young woman at that. 

The bachelor club finally breathes its last 
when the five members all get married, four 
of them to get mothers for their adopted 
children, and the fifth for the single purpose 
of getting a wife. 


Preview Audience Greatly Impressed 
by Film Version' of Novel 

"TJESPITE the fact that this picture was 
-"-^ given only a one sheet in front of the 
Strand Theatre, Pasadena, an overflow 
crowd resulted. This is Frank Lloyd's 
first independently produced picture for 
release under First National. 

The showing was announced in the lobby 
only but the news of the preview spread 
rapidly and when at 7:30 sharp the screen- 
ing began, the theatre was filled. At the 
conclusion of the screening "Black Oxen" 
was given an ovation lasting nearly three 
minutes and Mr. Lloyd was requested to 

Among those who attended were many 
of the Hollywood film notables, prominent 
citizens and the press, who also waxed 
enthusiastic in their praise. 

This reception on the part of so critical an 
audience as attended this preview showing, 
leads Mr. Lloyd to hope for a very bright 
future for his picture. 

The story of "Black Oxen," which is the 
picturization of the novel of the same name 
by Gertrude Atherton, will probably be well 
received because of the novelty of the theme. 
It concerns the rejuvenation of a once promi- 
nent society woman and her love affair with 
a young newspaper man. The complications 
which arise from this situation are woven in- 
to a remarkably well made story and one 
which lends itself splendidly to a moving 
picture version. It is, therefore, hoped that 
the film will meet with as great a success 
as the novel did when it was published early 
last spring. It is still rated as a "best-seller." 

There is also in the story, a delightful little' 
bit about the present day flappers which pro- 
vides another "interest" element to help along 
the success of the film. 


Hope to Avoid Usual Christmas Slump 
by Releasing Select List 

'yO offset the usual Christmas slump 
which the exhibitor experiences Univer- 
sal plans for what they consider a particu- 
larly strong set of films. They are "The 
Darling of New York," featuring Baby 
Peggy, "The Near Lady," a comedy; 
"White Tiger" a melodrama; "The Red 
Warning," "His Mystery Girl" and "Pure 

"The Near Lady" is the comedy vehicle 
starring Gladys Walton and will be the 
last of hers for some time since she has 
temporarily retired from the screen. The 
story is woven about the adventures of 
two young people who fake an engagement 
to please their parents but finally fall in 
love very realistically. 

"White Tiger," the new Priscilla Dean 
film, is another crook melodrama dealing 
with the doings of a gang of high class 
English crooks who come to America with 
a trick automaton chess player and insinu- 
ate themeselves into the graces of New 
York society. 

The picture has just completed a week's 
run on Broadway where it was enthusias- 
tically received. 

The Herbert RawHnson picture, to be re- 
leased Christmas Eve, is "The Mystery 
Girl" from a story by Mary Orth. Ruth 
Dwyer plays the leading role besides which 
there is a strong supporting cast. The 
part played by Rawlinson is a new one for 
him. He appears as a studious, hardwork- 
ing woman hater. His well wishing friends 
frame him in an escapade in order to 
change him. He surprises both himself 
and them by "falling" for the girl in the 

The last of the releases is "Pure Grit," 
a humorous "western" said to be full of 
fast riding and hard fighting. Roy Stewart 
is to be featured in the stellar role with 
Esther Ralston playiner opposite. 

These five pictures, Universal feels, are in- 
viting enough to get the crowds in spite of 
the holiday rush and they are planning to 
get them to the exhibitors immediately. 

Might be what the 
fair damsel is saying 
as she bids the 
brave knight fare- 
■welL The scene is 
but one of many as 
picturesque, in Cos- 
mopolitan's "Under 
the Red Robe," 
which has been gen- 
erously applauded by 
the general _ press, 
and is now in its 
fourth week at the 
Cosmopolitan The- 
atre, New York. 

Page 22 

Exhibitors Trade Review 


Mail Employees Aid in Opening at 
Loew's State in Los Angeles 

EMORY JOHNSON'S production "The 
Maihnan," dramatizing the lives of 
United States postal workers and project- 
ing one of the biggest exploitation tie-ups 
in the annals of the film industry, had its 
world's premiere Saturday, November 17, 
at Loew's State Theatre, Los Angeles. 

The opening was a gala occasion, the 
mail workers' band of sixty pieces seren- 
ading the Postmaster of the city, P. P. 
O'Brien, and other notables, including 
Mayor Cryer and Harry M. Berman, gen- 
eral sales manager of F. B. O., who was 
among the interested spectators. 

In connection with the premiere, a mon- 
ster radio jollification was held by Los An- 
geles mail workers at the powerful broad- 
casting plant of the Los Angeles Times. 
Two million listeners scattered throughout 
the country heard the speeches of many 
prominent postal workers, as well as songs 
sung by Postal employees and brief talks 
by Ralph Lewis, Johnnie Walker, Dave 
Kirby and others of the "Mailman" cast. 

The postal workers of Los Angeles 
joined with F. B. O. and the West Coast 
theatres in making the opening of "The 
Aiailman" a civic event of high importance. 
Indeed, the entire postal service was prac- 
tically turned over by Postmaster O'Brien 
to assist in putting the production before 
the public in the right way. 

The fullest co-operation of the postal 
service was given. Banners announcing the 
showing of "The Mailman" ^.nd tieing up 
with the "Do your Xmas shopping early" 
movement were hung on all mail delivery 
and collection wagons. 

At the instigation of Postmaster O'Brien 
more than one hundred thousand stickers 
were used by local merchants bearing the 
inscription: "Remember the Mailman. Do 
your Xmas shopping early." These were 
stuck on letters and bundles sent to hun- 
dreds of Los Angeles shoppers during the 
week of the showing. 

Special street stunts also were employed, 
all hooked up with a gigantic campaign 
backed by the postal workers themselves. 

That would appear to be what Maurice Tourneur is 
doing here as he peers thru his blue glass at Maude 
GsfiCge in her Mah Jong gown which she wears in 
"Torment," the new Levee-First National Picture. 


Goldwyn's Tod Browning production of 
"The Day of Faith," from Arthur Somers 
Roche's novel of that name, was shown at 
the Capitol Theatre this week and proved 
very popular with the big audiences which 
saw it on Sunday. The film reviewers on 
the New York newspapers had many 
flattering things~to say of the production, 
of Eleanor Boardman, the leaduig player, 
and other members of the cast. 

Don Allen in the Evening World wrote 
of it: "In our estimation, 'The Day of 
Faith' is an absorbing picture; one that 
'got' us from the main title to the fade- 
out. It has a splendid idea which is splen- 
didly worked out, both directorially and 
histrionically, and the cast is excellent. It's 
a fine picture and we only hope you like 
it half as well as we did." 

The Sun & Globe reviewer said: 
"Seemed like a rousing Thanksgiving ad- 
dress. 'The Day of Faith' could not have 
been more heart lifting if it had been a 
talk from the lips of a rugged Pilgrim. 
Eleanor Boardman proves that she has def- 
initely arrived among the list of screen 
stars by her performance. The director 
has skillfully managed his mob scenes." 


"Under the Red Robe" now in the third 
week of its engagement at the Cosmopoli- 
tan Theatre, New York, continues to play 
to capacity audiences at every perform- 

The book by Stanley Weyman, from 
which "Under the Red Robe" was pictur- 
ized, is considered the historical master- 
pieces of that author and is on the recom- 
mended reading list of all the libraries. In 
many of the principal schools It forms an 
item in the literature courses. 

The screen version of the romantic, pom- 
pous and intriguing days of Cardinal 
Richielieu, come at one of the most inter- 
esting periods in the school years and the 
audiences at the Cosmopolitan have been 
notable for the number of students who 


David Bershon, booking manager of the 
West Coast Theatres, Inc., has signed a 
contract with Joseph Goldberg, manager of 
the Los Angeles exchange for George Op- 
nenheimer. Inc., distributors for Warner 
Brothers pictures, whereby the entire 
southern division of the West Coast thea- 
tres will play the nineteen releases an- 
nounced by Warner. 

These include "Little Johnnie Jones," 
"The Gold Diggers," "The Cotmtry Kid," 
"Loveless Marriages," "How to Educate a 
Wife," "Cornered," "The Tie That Binds," 
"The Tenth Woman," "Conductor 1492," 
"The Printer's Devil," "Broadway After 
Dark," "Daddies," "Tiger Rose," "An Un- 
loved Wife," "George Washington, Jr.," 
"Being Respectable," "The Age of Inno- 
cence," "Babbitt," "Beau Brummel." 


The screen version of Rida Johnson 
Young's play, "Maytime," which Schulberg 
has produced, had its first public exhibi- 
tion last week at the Newark Theatre, Ne- 
wark, N. J. The picture opened to big 
business the first day and the record was 
maintained throughout the week. The film 
will be released generally next month. The 
cast includes Ethel Shannon, Harrison 
Ford, William Norris and Clara Bow. 

Cautious Carmel Myers to an unseen somebody, as 
she -prepares to deposit a lively crab on the back of 
Bessie Love who is calmly contemplating the waters 

of the Pacific. 


Thirty-five First Run Theatres Set 

December 2-8 for Showing 

T^ECEMBER 2nd to 8th will be "Anna 
Christie" week, as far as thirty-five lead- 
ing first run theatres are concerned. During 
that week the Thomas H. Ince production 
will appear simultaneously in thirty-five cities 
of the LTnited States, according to First Na- 
tional. These theatres include the Strand in 
New York; Chicago in Chicago; Warfield in 
San Francisco and the Circle in Indianapolis. 

"Anna Christie" has already won unstinted 
praise from trade and fan magazine critics. 
It was selected by the National Board of Re- 
view for a special screening at the Town 
Hall, New York, on November 28th in order 
that the entire membership and its friends 
might witness a picture that bore testimony 
to "the progress and power of the screen." 
The unusual advance interest in the picture 
is ascribed by First National to three fac- 
tors; first, the renown of Thomas H. Ince as 
a producer; secondly, the fame of the play 
and the interest in Eugene O'Neill, America's 
foremost playwright who in "Anna Christie" 
presents his first screen offering; and thirdly, 
to the interest in Blanche Sweet and 
William Russell among picture fans and the 
prestige of George Marion among theatre- 


Booth Tarkington's "Gentle Julia," to be 
released December 23rd, is placed among the 
most entertaining pictures on Fox's 1923-4 
program. Tarkington's shrewd and humorous 
observations of the doings of the younger gen- 
eration are justly famous. The title role is 
played by Bessie Love. 

Other releases are headed by "The Net," 
the first of the December specials. As the 
title suggests, the leading characters find 
themselves entangled in the net of circum- 
stances — hence, an intense and emotional 
drama is to be expected. "You Can't Get 
Away With It," written by Gouverneur 
Morris, features Percy Marmont and out for 
release December 9th. Gladys Hulette has 
a dual role in "Hoodman Blind," the work 
of Sir Henry Arthur Jones and Wilson Bar- 
rett, to be released December 16th. 

December 8, 1923 Page 25 


'The Man from Brodney's' 

Vitagraph Photoplay. Presented by Albert 
E. Smith. From the novel by George Barr 
McCutcheon. Director, David A. Smith. 
Length, 7,100 Feet. 


HoUingsworth Chase J. Warren Kerrigan 

Princess Genevra Alice Calhoun 

Lady Deppingham Wanda Hawley 

Mrs. Browne Miss Dupont 

Robert Browne Pat O'Malley 

Neenah Kathleen Key 

Rasula Bertram Grassby 

By Michael L. Simmons 

ROMANCE, breath-taking situations and 
an amazingly realistic battle between a 
horde of frenzied natives and a handful of 
whites on a South Sea island mark "The 
Man From Brodney's" as a film well cal- 
culated to entertain an audience until the 
last inch of film has passed the shutter. 

It will probably do more than that if the 
reviewer may be taken as a judge of aud- 
ience response. There isn't a moment of 
dilly-dallying. Things start with a rush. 
J. Warren Kerrigan in the role of HoU- 
ingswood Chase, irrepressible adventurer 
and thrill hunter, takes action by the scruff 
of the neck and makes it yell "Uncle" be- 
fore five minutes of footage have passed. 

He resents Prince Karl's unwelcome at- 
tentions to the beautiful Princess Genevra 
(Alice Calhoun sure is easy on the eyes as 
the Princess,) and matches his cane against 
the Prince's sword and wins first money in 
the fracas. Which reminds us that a series 
of fencing matches with canes might not 
be out of order as a tie-up for stimulating 
interest in the picture. 

For this indiscrimination Chase loses 
his diplomatic post. The law firm of Sir 
John Brodney engages Chase to go to the 
island of Japat. This isle, rich in sapphires 
and rubies, is the bone of contention in 
a will contest. 

Under the wills of two men who owned 
the island, the land and its mines are to go 
to their grandchildren provided they live 
six months on the island and marry. 
Should this stipulation be disregarded then 
the island is to revert to the natives. One 
heir, Robert Browne, is already married. 
Chase is to prgtect the interests of the na- 

Enter the villain, Rasula, native leader 
and heavy in the story, who stirs the na- 
tives into revolt to gain his own sinister 
ends. Bertram Grassby presents a flawless 
character interpretation in this role. 

When the Princess Genevra, by a pecu- 
liar coincidence, comes to the island as a 
guest of Lady Deppingham, the other half 
in the legacy tangle, Cupid commences to 
take some pot shots at Chase. The cheru- 
bic one has to relinquish his position in 
the spotlight for a while, for the natives 
now commence an attack on the house 
occupied by the little band of whites. 

This is where the gentle innocents bend 
forward in their seats and breathe hard. 
The fight is replete in realism. It will 
make the blood of the average audience 
leap — th«^ sensps tingle! In the last hour, 
when Chase discovers the Princess is in 
love with him and massacre by the natives 
is imminent, a worship arr'ves. 

Melodrama all the way. The kind that 
stirs and apoeals particularly to Ameri- 
cans. The kind in which J. Warren Ker- 
rigan as the dauntless Chase will the 
men in the audience rooting for him and 
the women wishing thev were in Princess 
Genevra's high-heeled slippers. 

All in all, "The Man from Brodnev's" 
is clean, wholesome entertainment. Full of 

heart interest values and spectacular ad- 
venture. To say nothing of exploitation 
possibilities in which a dressed up Swami 
fortune teller at the gate of the theatre and 
a direct-by-mail campaign of Last Will 
and Testament facsimile letters can play 
prominent parts. 

'Broadway Broke' 

Sehnick Photoplay. Author, Earl Derr Big- 
gers. Director, J. Searle Dawley. Cam- 
eraman, Bert Dawley. Length, 6,000 Feet. 


Nelly Wayne Mary Carr 

Tom Kerrigan Percy Marmont 

Charles Farrin Edward Earle 

Augusta Karger Sally Crute 

Mary Karger Gladys Leslie 

I-«w Gorman Dore Davidson 

Claude Benson , Macey Harlan 

Madge Foster Henrietta Grossman 

Joe Karger Billy Quirk 

Nelly Wayne, once a famous American tlieatricnl' 
star, faces hard times as she grows old. She lives 
with her daughter-in-law, th'e princiD-il support of 
the family being Chum, a vaudeville dog. Old age 
tells upon Chum, who is finally unable to perform. 
Nelly's son-in-law is about to sell the dog for vivi- 
section purposes, but she prevents him. He forges 
a check and is in danger of arrest. Nelly encounters 
a big film executive who purchases the rights of her 
old plays and also hires hfir to act for the screen. 
She straightens out the family troubles and all ends 

By George T. Pardy 
/^LD-TIME drama patrons will prob- 
" ably wax enthusiastic over the early 
shots in this picture, depicting Daly's Thea- 
tre in the heyday of its prime, front and 
back, with a very realistic and artistic 
presentation of a "first-night" play and 
"behind the scenes" stuff. 

But apart for the veterans there ought to 
be many movie goers who will be pleas- 
antly entertained by a plot which vibrates 
with human interest, links up the past with 
the present in unique fashion and is con- 
vincing throughout. The names of thr 
principals should be widely exploited in 
advertising the film, which registers as an 
excellent program attraction, and the titlf* 
also offers good boosting possibilities. 

The story slams the practice of vivisec- 
tion severely, but in his endeavor to excite 
the spectators' feelings against those who 
mishandled the brute victims we are in- 
clined to think the director sacrificed good 
taste to realism. He should have put the 
soft pedal on some of the scenes where 
the vivisectionist is supposed to operate. 
Any person who is fond of animals will 
naturally object to the situations in ques- 
tion, which are really not necessary for the 
unfolding of the narrative. 

The first reel deals with the heroine'.^ 
star days, after which come the twilight of 
advancing age and hard luck. Ther*^ are 
many finely sympathetic touches. Chum, 
the vaudeville dog, forgetting his stunts 
and losing out on his act, with the dire 
consequences to the family for which he 
earns bread, is a pathetic note. 

Nelly's struggle with evil fortune, the 
ups and downs of Broadway life, are all 
set forth in simple, yet convincing style. 
The players one and all give appealing 
performances, Mary Carr being especially 
effective as Nelly Wayne, a difficult role, 
with its varying moods and contrast in 
atmosphere of old stage days and the new, 

Percy Marmont scores a decided hit as 
Nelly's friend of the past, Gladys Leslie 
and Sally Crute deserve creditable mention 
for their well balanced work and the sup- 
port is adequate. 

There is an abundance of superb pho- 
tography, handsome interiors, alluring 
shots of the Grep.t White Way, a New 
Year's revel, elaborately filmed and crowd- 
ed with mteresting detail, and perfect 
lighting governs the entire production. 

'The Mail Man' 

An Emory Johnson Production Released by 
F. B. O. Story and Scenario by Mrs. 
Emilie Johnson. Directed by Emory John- 
son. Length, 6,800 Feet. 


Bob Morley, the Mailman Ralph Lewis 

Johnnie, his son Johnnie Walker 

Betty, Johnnie's little sister Martha Sleeper 

Mrs. Morley Virginia True Poardman 

lack Morgan, a neighbor Dave Kirby 

■Virginia, his daughter Josephine Adair 

Harry, her brother Taylor Graves 

Captain Kranz, owner of "The Shark" 

Hardee Kirklaiid 

By Eddy Eckels 

QUITE a lot of possibilities on this one 
for the average house. It is brimful of 
human interest and home ties to say noth- 
ing of sensational thrills. 

Like all of Johnson's efforts, "The Mail 
Man" deals with the steadfastness and 
heroism of a public servitor. He is shown 
in all the happenings of his daily routine 
and Emory has taught us all that routine 
can be made interesting. 

But whatever praises there is due Emory 
Johnson he would have you know- — and 
rightly so — that much of it is really due 
his mother, Mrs. Emilie Johnson, who 
writes his stories. 

To her he gives all credit for those hu- 
manisms that make his pictures successful. 
And there is no disputing that they are 
successful in reaching the hearts and emo- 
tions of the masses. 

You don't need to be told the story of 
"The Mail Man." Let it suffice that he has 
a wife, a son and a daughter. They are 
all his pride and joy and when his son is 
about to hang for murder you see what 
a son's father really should be made of. 

The cast for the most part has been well 
selected. Ralph Lewis is again the ideal 
servitor hero. Virginia True Boardman 
makes a wonderful mother. Johnny Walk- 
er is a satisfactory son. 

Martha Sleeper, however, is unconvinc- 
ing. Overacting seems to have been her 
one ambition and Mr. Johnson failed to 
curb her apparent desire. 

The one big highlight of the picture is 
the acting of little Josephine Adair, the 
neighbor's daughter. Here is a child that 
has every natural trait of the born actress. 
Her work is next to marvelous. 

You may make careful note of that 
name. Josephine Adair is just as sure to 
be one of tomorrow's stars, as you, as an 
exhibitor are bound to make money with 
this picture. 

.She is iust .1 child — a real child. And 
her part in this story is none too prom- 
inent. Yet, were it not for the stellar work 
of Rp'nh Lf'wJs she would pgsily domi- 
nate the production as a whole. 

It goes without saying that you can tie- 
up with everything connected with the 
post office of your locality. If you play 
this before Christmas the possibilities are 
unlimited. Remember the mail man and 
post your presents early. And so forth. 

'When Odds Are Even' 

Fox Photoplay. Directed by James Flood. 
Scenario and Story by Dorotliv Yost. 
Length, 4,284 Feet. 


Jack Arnold William Russe'l 

Caroline Peyton Dorothy Devore 

Neal Travis Lloyd Whitlock 

Clive Langdon Frank Beal 

British Consul Allan Cavan 

Jack Arnold, representing Eustace Whipple, presi- 
.cent of a mining syndicate, is commissioned to 
jarrive at Pago Tai (near Australia) before the of- 

Page 26 

Exhibitors Trade Review 


ficals from the rival firm, Superior Mining Com- 
pany — so that he may bid for a black opal mine 
discovered there. He jumps the boat they are tak- 
ing ; finds himself without money ; is assisted se- 
cretly by Caroline Peyton, ward of his rival, and 
after overcoming every obstacle put in his way he 
eventually wins the mine and the girl. 

By Marguerite Brumell 

THIS type of picture has ever had a dis- 
tinct and large following. Few audiences 
could help but be entertained in viewing the 
hazardous adventures of William Russell, and 
thoughts of what will happen next, and how 
the hero will get out of a predicament will 
hold the interest of the excitment lovers to 
the end. 

William Russell is just the type of virile 
man imagination pictures doing such things 
and shows up particularly well in fights of 
which there are a goodly number in this 

The Irishman who owns the mine is an ex- 
cellent characterization, typical of that happy 
go lucky, pleasure loving race. His chief 
interest is to have enough money to get from 
Pago Tai to Sydney every once in a while and 
drink and play cards with the boys. He js 
not at all concerned over the fight to gain 
possession of his mine, although he is right 
in the midst of the fray during several en- 
counters at the tavern bar. Not until he is 
cheated at cards by Neal Travis does he take 
any interest in the strangers descended upon 
the island and then when he witnesses the un- 
scrtipulous methods the rivals employ to keep 
Jack Arnold away from his island, his natur- 
al instinct for fair play inspires him to secret- 
ly help Arnold outwit the rivals. 

The tropical scenes and the native huts in 
Australia make a picturesque background for 
the action. 

There is an excellent free-for-all staged in 
the tavern to detain Arnold on the main coast 
but Caroline realizes that she has been used as 
an unwitting accomplice in getting Arnold to 
go into the bar, and while being forced to 
board the boat she screams to the British Con- 
sul to go to the tavern and rescue him. The 
fight scene is most realistic and the scenes 
that follow are full of action and thrills until 
the fade out when Arnold's offer to work the 
mine on a fifty-fifty basis is accepted by the 

Dorothy Devore is a most attractive Caro- 
line Peyton and the love interest is plentifully 
provided for in scenes between the two. 

Altogether a good, live picture which will 
be surt to entertain. 

'Big Dan' 

Fo.v Photoplay. Author, Frederick and Fanny 
Hatton Director, William Wellman. 
Length, 5,934 Feet. 


Dan O'Hara Charles .Tones 

Dora Alien Marian Nixon 

Cyclone Moigan Ben Hendricks 

Mazie Williams Trilby Clark 

Nelly McGee Jackie Gladson 

Doc Snyder Charles Coleman 

Aunt Kate Walsh Lydia Yeaman Titus 

Tom Walsh Monty Collins 

Father Quinn Charles Smiley 

Stephen Allen Hary Lonsdale 

Ophelia Matty Peters 

Pat Mayo J. P. Lockney 

Muggs Murphy Jack Herrick 

Big Dan's wife elopes. He luns a boy's camp and 
trains fighters. He rescurs Dora Allen from an 
unwelcome suitoi and she finds refuge in his camp. 
His wife becomes ill and Dan has her taken care of 
in Arizona. Attentions paid to Dora by a young 
pugilist and the wiles of another woman make trouble 
for Dan, but in the end his wife dies and he wins the 

By George T. Pardy 

THIS is a program feature which ought 
to roll up a good box office record. It 
has a little of everything, comedy, love, ro- 
mance, melodrama and a number of little 

juvenile actors backing up the work of the 
bigger folks with immense effect. 

These kids are wonders in their way and 
responsible for a lot of lively action which 
adds greatly to the film's entertaining qual- 
ities. Exhibitors can exploit it as a decided 
novelty and something which all admirers of 
the star cannot afford to miss. 

The plot is simplicity itself and at times 
lapses into excess sentimentality, to such a 
degree that large theatre audiences would 
probably decline to take it seriously. But 
considered as a neighborhood house attrac- 
tion, the film undoubtedly possesses drawing 
powers far above the average. 

The best scenes are those where Big Dan 
disports himself with the kiddies in the train- 
ing camp, which provide no end of mirth 
and are so refreshingly natural that the most 
hardened cynic could scarcely keep from 
smiling in accord with their genial humor. 

Dan's love affair with the charming Dora, 
whom he befriends and rescues from a sin- 
ister suitor pursuing her with foul intent, 
is conducted along rather ancient and stereo- 
typed lines or wooing. She can hardly be 
described as measuring up to the standards 
of modern heroines, who are not given to 
swooning away in moments of distress. But 
there is enough pugilistic coloring, thrills and 
good fun to balance whatever weakness the 
romantic episode manifests and the net re- 
sult is thoroughly pleasing. 

Charles Jones plays the part of Big Dan 
with plenty of reserve strength and ease, 
never overdoing the emotional situations and 
giving a most enjoyable performance. Marian 
Nixon is a prettily appealing heroine and 
the work of the supporting cast excellent. 
The photography includes many beautiful 
outdoor shots and the lighting throughout 
is effective. 

'Stephen Steps Out' 

Presented by Jesse Lasky and WilH-am El- 
liott. Released bv Paramount. From the 
Storv, "The Grand Cross of the Crescent" 
b\ Richard Harding Davis. Scenario by 
Edfrid Bingham. Directed by Joseph Hena- 
bery. Length, 5,652 Feet. 


Stephen Harlovy, Jr Douglas Fairbanks, Jr. 

Stephen Harlow Theodore Roberts 

Muley Pasha Noah Beery 

Harry Stetson Harry Myers 

Dr. Lyman Black *. . . Frank Currier 

Prof. Oilman James O. Barrows 

Mrs. Oilman Fannie Midgley 

Virgil Smythe Bertram Johns 

Osman '. George Field 

By Eddy Eckels 

DOUG JUNIOR is a drawing card 
name. There is no doubt about that. 
The Rivoli was packed — jammed. And 
there had been no fooling in the advertis- 
ing. The public knew it >vas the kid. 
And they wanted to see what the kid 
could do. 

In this, the first of his effor':s, he at least 
proves the right to the name of Fairbanks. 
A chip off the old block. 

Of course he is not as experienced as 
Jackie Coogan. He has many lens tricks 
yet to learn. He is unfortunately making 
his debut at the angular age, which the 
Richard Harding Davis story helped to 
cover mighty well. 

In fact young Doug is all arms and legs, 
but he is all smile too — and all personality 
— which makes you forget physical dimen- 

The big thing that counts with the ex- 
hibitor is that the public is curious to see 
the youngster and here he is in a darn 
pleasing picture. Surrounded by a cast of 
names that mean much toward making it 
good .entertainment. 

The story is simple, easily understood. 

Stephen fails to get his college diploma 
by flunking in History. The professor who 
flunked him is promptly fired because 
Steve's Dad was one of the school's fi- 
nancial pillars. 

Steve doesn't like that and plans to 
square matters for the poor old professor. 
What he does is of course miraculous and 
funny. The prof gets a medal and Steve 
wins his Dad's pride. 

Play up the names of Theodore Rob- 
erts, Noah Beery and Harry Myers. Al- 
though their's are subordinate roles they 
merit plenty of advertising. 

Pour oil on the fire of public curiosity 
to see the lad, whose father's Robin Hood 
still holds the world's record box-office 
draw at New York's Capitol theatre. 
You can't go wrong. The boy is more 
than likeable. The picture is more than 

And don't overlook the name of Richard 
Harding Davis. 

'The Satin Girl' 

Grand Asher Presents Ben Wilson's Produc- 
tion, Directed by Arthur Rosson. Scenario 
bv Arthur Statter and George Plympton. 
llength, 5,591 Feet. 


Lenore 'Vance Mabel Forrest 

Dr. Richard Taunton Norman Kerry 

Fargo Marc MacDermott 

Moran Clarence Burton 

Sylvia Florence Lawrence 

Mrs. Brown-Potter Kate Lester 

Norton Pless Reed House 

Silas Gregg William H. Turner 

Harg Walter Stevens 

Silas Gilegg, an old miser, is murdered and his 
daughter kidnapped by the murderer immediately 
after the crime, which has caused a loss of memory 
to her. The kidnapper hypnotizes the girl and makes 
her the tool for his thefts. As the "Satin Girl" she 
robs many, even the man she lov.^s, who finally res- 
cuies her from the evil mfluence. A slight bullet 
wound recovers to her her losn memory and she 
marries the doctor who has Irved from the beginning. 

By Heneiette Sloane 

HERE'S a satisfying mystery story with a 
pretty girl playing the part of thief. This 
twist takes the picture slightly, out of the 
usual mystery story category and gives it an 
added interest which will undoubtedly take 
well with the multitude. 

The acting of the entire cast is splendid. 
Norman Kerry gives the impression of sin- 
cerity in his love, Mabel Forrest is lovable 
and convincing enough. Marc MacDermott as 
heavy as could be desired, while Clarence 
Burton makes a strong detective. 

Moreover, the elements of mystery, the 
beautiful clothes, and lovely sets provide the 
film with excellent exploitation possibilities 
including numerous merchant tie-ups, not the 
least of which is the possibility of a national 
silk manufacturer adopting the title, "The 
Satin Girl" as a trade name. 

Having established this he could proceed 
to push the silk in every town where the 
picture is showing by getting his retailer 
and the showman to hook-up. 

There is also a possibility for a song hit 
and an enterprising showman might easily 
offer a reward for the composition of a 
song to be known as "The Satin Girl," the 
words of which would suggest the text of 
the picture. Then this could be used in 
other towns. 

The scene in the ballroom when the 
lights flash off during which moment the 
hostess' diamond necklace disappears sug- 
gests immediately the possibilities for a 
big playup of this not only by jewelers 
but insurance companies and banks who 
have vault service. 

All these features must give the picture 
value as far as the showman is concerned 
coupled with the fact that there is decided 
entertainment value in the story. 

December 8, 1923 

Page 27 


'Wild Bill Hickok' 

William S*. Hart Production, of Famous 
Players-Lasky. Author, William S. Hart. 
Scenario, J. G. Hawks. Director, Clifford 
Smith. Length, 6,893 Feet. 


Wild Bill Hickok William S. Hart 

Calamity Jane Ethel Grey Terry 

Elaine Hamilton Kathleen O'Connor 

Jack McQueen James Farley 

Bat Masterson Jack Gardner 

Clayton Hamilton Carl Gerard 

Col. Horatio Higginbotham William Dyer 

Bob Wright Bert Sprotte 

Joe McCord Leo Williis 

Fancy Kate Naida Carl 

Gambler Herschel Mayall 

Wild Bill Hickok, former scout in Union army, 
goes west as stableman for the Overland stage. 
He gets his nickname in a fight with bandits, in 
which he kills the group but is wounded so badly 
he is in a hospital for a year. Then following a 
period as sherifi he settles down in Dodge City 
as dealer of cards and lays aside his weapons. 
When the law and order men of the town beg 
him to resume his pistols and help them clean up 
the town he agrees. There is a stiflf fight, but 
McQue;n, chief bad man, escapes. Wild Bill helps 
a stranded invalid but falls in love with the lat- 
ter's wife, and decides to leave town. When he 
hears McQueen is reviling him he hunts him out 
and kills' him beforfe going away. 

By George Blaisdell 

THERE was a round of genuine applause 
from a full house at the Rialto's first show 
on Sunday when the familiar features of Bill 
Hart were flashed on the screen. He was 
greeted as an old friend. 

"Wild Bill Hickok" is a strong story — a 
story of the early west or rather of the pass- 
ing of the early west. The locale is in fam- 
ous Dodge City, Kansas — and he who knows 
his West knows it was a tough place. 

It is a western picture that is out of the 
ordinary- — out of the ordinary even for the 
featured player. It is different from any of 
the preceding pictures which we recall. And 
we have no hesitation in placing it right at the 
top of the long Hart list — one extending back 
approximately ten years. 

The story is historical — the reproduction of 
the career of one of the famous characters 
of Civil War days. 

Right at the opening we are brought in con- 
tact with Lincoln and Sheridan and Custer — 
impressive portrayals. 

The appeal of the picture is not in love in- 
terest, for of that there is only a measure. 
Wild Bill does fall in love with a woman, 
but it does not take him long to discover that 
the man with her is a husband and not a 

The appeal is in the situations — some of 
them carrying a genuine thrill. Among these 
are the incidents leading to the fight with the 
McCord outfit and the duel with the leader. 

Then there are the different collisions with 
McQueen and the eventual death of the lat- 

Unusual attention has been paid to the se- 
lection of a large cast and of types that look 
the part. 

Ethel Grey Terry and Kathleen O'Connor 
give fine performances as also do, among 
others, James Farley and Jack Gardner. 

The star seems in excellent physical con- 
dition following his vacation ; he is as ro- 
bust as ever. Aside from a tendency possibly 
to overplay in the tenderer scenes his work is 
the equal of his best. 

Exhibitors who are a trifle wary of the bad 
man role may have no fear of this picture, 
as Wild Bill is first a scout, then border 
sheriff and then a peaceable citizen until the 
law and order men impress him into their ser- 
vice in the efforts to clear up a bad town. 

It is a production the theatre man may ex- 
ploit and be confident his patrons will be satis- 
fied. And he may tell them also that the 
rarely intelligent Pinto pony is very much 

'The Love Pirate' 

F. B. O. Photoplay. Scenario by William 
S ester. Director, Richard Thomas. Cam- 
eraman, Jack W. Fuqun. Length, 4,750 


Steve Carnan Melbourne McDowell 

Ruby Le Mar Carmel Myers 

Tim Gordan Charles Force 

Cyrus Revere Spottiswoode Aitken 

Joe Harris Edward Borman 

Mrs. Carnan Carol Halloway 

Cregg Winslow John Tonkey 

Hugh Waring Clyde Fillmore 

Ruth Revere Kathyrn McGuire 

Hugh Waring, deputy district attorney, is assigned 
to investigate a notorious resort run by Steve Carnan. 
The latter is married t o Hugh's cousin. Carnan 
threatens Hugh on finding him with his wife. Hugh 
falls in love with Ruth Revere, a pretty rrasician, 
annoyed by Carnan's attentions. Carnan is slain by 
a man he double-crossed. Hugh wins Ruth. 

By George T. Pardy 

THERE are enough sensational happen- 
ings in "The Love Pirate" to satisfy the 
demands of the most ardent admirers of 
melodramatic doings in the underworld. Al- 
so there is a murder mystery rather cleverly 
cloaked as to the actual criminal, until the 
big punch is sprung. 

The action is swift, and taken on the 
whole the picture may be listed as a pleasing 
program attraction, although not up to the 
entertainment standard of high-price houses. 
There is a strong cast in evidence, including 
several names worth playing up when exploit- 
ing the feature, which can be advertised as 
thrilling and crammed with exciting situations 
up to its climax. 

The principal weakness of the picture lies 
in its adherence to old-fashioned plot form, 
there being plenty of incidents developed 
which must appear rather familiar to the 
constant movie patron. It's the old story of 
the beautiful maiden, pure amidst rotten sur- 
roundings, persecuted by a low-down scoun- 
drel, who is duly checkmated by a gallant 
hero at the risk of the latter's good repute, 
villainy whipped to a frazzle and virtue 
winning all along the line. 

But director Richard Thomas hasn't done 
badly with his literary material, such as it 
is. He keeps the ball rolling at high speed, 
gives a new twist here and there to the 
stuff and manages to shoot lively thrills 
into it. 

Those who like these sort of films won't 
be disappointed in "The Love Pirate," and 
they are strong enough in number to make 
such productions good box-office assets in 
certain localities. The photography through- 
out is excellent, the interiors are well filmed, 
exteriors attractive and lighting effects well 

'The Thrill Chaser' 

Universal Photoplay. Authors, Edward 
Sedgwick and Raymond Schrock. Scenario 
by E. R. Schayer. Director, Edward 
Sedgimch. Cameraman, Virgil Miller. 
Length, 5,196 Feet. 


Omar K. Jenkins Hoot Gibson 

Olala Ussan Billie Dove 

Sheik Ussan James Neill 

Prince Ahmed William Lawrence 

Lem Bixley Bob Reeves 

Rudolph Bigeddo Gino Gerrado 

Abdul Bey Lloyd Whitlock 

By George T. Pardy 
TT seems as though there can't be too 
much Hollywood served up for the pub- 
lic appetite. The fans never grow tired 
of it, especially when the stuff is put out 
in brisk, breezy fashion, full of kick, peo 
and humor, as is the case in "The Thrill 

This latest Hoot Gibson vehicle has all 
the earmarks of a successful box-office at- 
traction. It starts off in the home of the 

films, holds the studio atmosphere during 
the first half of the picture, dives into the 
desert and Sheik angle in the second and 
finishes off with a lively, crashing climax. 

Director Edward Sedgwick deserves a 
whole lot of credit for the result of his 
labors with a plot of light construction, 
for which, by the way, he shares joint 
author responsibility with Raymond 
Schrock. Lie has produced something 
quite novel in the comedy-drama, fun and 
adventure line, mingled with a keen sea- 
soning of satire on the gentle art of pic- 
ture-making, its sidelights, fakes and fan- 

A film which ought surely to make mon- 
ey for the exhibitor is this funny stew of 
romance, humor, thrills and irony, for it 
contains something warranted to suit 
everybody's taste. Bill it as such, when 
exploiting the feature, play up the star's 
portrayal of Omar Jenkins as one of his 
best screen contributions and lay particu- 
lar stress on the Hollywood atmosphere 
and studio scenes. 

Hoot Gibson is never better than when 
blundering around as a well-meaning but 
unfortunate hero who is continually doing 
the wrong thing. He gets just the right 
touch of burlesque into the character of 
cowboy Jenkins, his ill-luck in ruining in- 
teriors when working before the camera 
results in some remarkably comic situa- 
tions, and in the melodramatic windup, he 
is convincing, without overdoing the seri- 
ous angle. Billie Dove is a charming hero- 
ine and, the cast is strengthened by occa- 
sional glimpses of several other Universal 
stars, with their directors. 

'To the Ladies' 

Paramount Photoplay. Adapted from the 
Stage Play by George S. Kaufman and 
Marc Connelly. Scenario by Walter Woods. 
Director, James Cruse. Cameraman, Karl 
Brown. Length, 6,268 Feet. 

^;l°n"^^■ ^^^A^ ■ ^'dward Horton 
KUy- BeTh""^ Theodore Roberts 

MrT Ifn'clid • : : : ""^'^l ^^''^ 

Cutter JaVMn^J 

By George T. Pardy 
nj"" HERE are several reasons why "To the 
Ladies" ought to score a box-office 
bullseye. It is a peach of a domestic and 
business comedy, with home life and office 
atmosphere which couldn't be improved 
upon. Its plot is refreshingly simple, the 
?■} ^'^'"^ average man or woman 
will hke because it rings true. 

The working folk are the persons the 
exhibitor looks to mostly for patronage and 
this story must please them, reflecting as 
It does the daily struggles of the wage- 
earner with capricious fortune. Exploited 
along these lines, not forgetting a catch 
phrase pointing out the recognition ac- 
corded women as important factors in hus- 
band _s business, the picture should draw 
well in any theatre, large or small. 

Unquestionably the film will make its 
strongest hit with the feminine contingent, 
while at the same time amusing the male 
spectators. For the latter will find plenty 
to grin at, while watching the conceits of 
their sex hilariously walloped on the 
screen, the male characters being molded 
rather on the boob order and shown up as 
mental lightweights by contrast with their 

And at that, the story doesn't strike one 
as being much exaggerated, the chap who 
remains serenelv unconscious that his bet- 
ter half is chiefly responsible for whatever 
success^ he achieves in business circles, is 
a familiar enough figure in actual life. 

Page 28 

Exhibitors Trade Review 

The ^ Little Feattire 

Creating Queens Is Not Such 
An Impossible Feat 

VV/ E'RE not referring to the one-card draw 
to a royal flush. It's Tolhurst's scien- 
tific but wholly entertaining study, "The Bee" 
wherein we see how man has triumphed over 
nature. In other words, artifically creating 
the Queen Bees, Nature has not provided 
for in sufficient numbers. 

We've got to be shown the person who 
could fail to be entertained by this picture. 
From the kids to the grown-ups and yes, 
even our intellectual brothers. Small boys 
can gratify their passionate desire "to know 
how it works." Grown-ups have the high- 
lights of the engrossing insect studies pre- 
sented to them — instead of the tiresome read- 
ing. Our intellectual brothers may find the 
comedy (they can't see in slapstick) in com- 
paring their own futile efforts with the or- 
ganized useful lives of these tiny insects. 

Popular Science Monthly, a magazine which 
publishes news regarding the latest scien- 
tific inventions, written in non-scientific lan- 
guage (which is read by over a million peo- 
ple) has devoted two pages of reading matter 
and photographs to a . write-up on the Louis 
Tolhurst cool light process. 

The highest mark of approval has been 
placed upon these "Secrets of Life" series by 
the National Board of Review of Motion Pic- 
tures in the selection of one of these single 
reel pictures for showing at the Town Hall in 
New York City. 

The Town Hall reviews are arranged occa- 
sionally by the National Board to bring to 
the attention of leaders in all walks of life 
the photoplays deemed by the Board to be 
the most exceptional. Only very rarely are 
Short Subjects selected ofr these showings — 
but this is the third Educational to be chosen. 

"The Spider," the third release in this se- 
ries, produced by Principal Pictures Corpora- 
tion, has been selected by the same Board to 
run in conjunction with "Anna Christie," be- 
fore a selected audience. 

Oh yes, he's quite a dapper man-about-town. The 
answer to "What the Young Man Should Wear" is 
Harry Langdon, to be featured in a series of two- 
reelers by Mack Sennett for Pathe 

'Wet and Weary' — Fox 

Acrobatic comics 2 reels 

There's no rest for our weary acrobatic 
friend, Clyde Cook. Particularly when a poor 
old man begs the last two bits intended for a 
bed. To makes things more pleasant it rains 
in torrents. He can't get away from water 
• — raining from the skies, and more than 
spraying from a garden hose and in the fade- 
out Cook and his dog hanging on the line wait- 
ing for the sun to shine down on them. 
Imagine proposing to a girl while a frog 
squirms up your trouser leg and then explores 
your back — that's what the comedian tries to 
do and his contortions are really funny. 

Criminals have been known to escape! But Joe Rock in Grand-Asher's "One Dark Knight" was not so 
fortunate. This "Dark Knight" almost had day-light blown through him while attempting to escape the 
gendarmes. And all for the sake of one lady fair. 

'The Corn-Fed Sleuth' — ^Universal 

Slapstick 2 reels 

For those who enjoy watching the antics 
of the abnormally formed, whether it is 
the fat man, the slimmer-than-an-eel man, 
the short or tall; there's ample amusement 
watching Jack Earle, whose great height 
affords opportunity for such gags as break- 
ing right through the ceiling to listen to 
the plots of the bold villains who are go- 
to "get" someone, it doesn't matter 
whom. Incidentally he makes off with 
the winnings of a poker game, while the 
players are disputing which five-ace hand 
fhould win. Not to forget the trick pulled 
RO successfully in Harold Lloyd's "Why 
Worry" of having the giant calmly lean 
over, the top of a van in this case, and 
with cne blow knock out the entire gang 
who are molesting his pal. Very good. 

'The Botton of the Sea'— Pathe 

Sense and nonsense 1 reel 

Lyman H. Howe, through his idea of 
"how to entertain the public" affords us 
the opportunity to see what gorgeous ef- 
fects the camera can catch of Coney Is- 
land's myriad lights at night — far better 
than the naked eve could see it. We are 
also let in on what a film editor's think- 
box looks like in action and see one of 
his thoughts worked out, in cartoons, at 
the bottom of the sea, where grotesque 
fish cavort around and perform the impos- 

Tlien back to the realm of sense to see 
the fisherman off Sicily. All very interest- 
ing to say the least. 

'A Matter of Policy' — Universal 

Good comedy 2 reels 

When a man sticks his hand through the 
rage of a man-eating lion, in the hopes of 
having it bitten off so th?t he can collect 
insurance and buy himself a square meal, 
an audience must laugh in spite of itself. 
This is only one of the gpgs which Neelv 
Edwards (alias "Nervv Ned, the tramp 
romedian") pidls in his new two reeler. 
Which is good enough reason to sunnose 
that the picture, will probably be well re- 
ceived, generallv. It is funny ei^en when 
it's silly, and of such stuff is good comedy 

'Wild and Wooly'— Pathe 

S""'-*l-Vhts 1 reel 

This, the first of Grantland Rice's "Sport- 
liffhts" in motion pictures, is as wild and 
woolv as the name implies. The cow punchers 
pnd broncho busters aren't performing for 
the camera or an audience this instance — 
they're hard at work and a broken hack or 
two doesn't seem to matter much in their 
lives. The introduction of the slnw-motion 
enables the audience to see how difficult it is 
to break these spirited animals. 

'The Thundering Herd' — Universal 

New peppy serial 2 reels 

Universal is putting a good one over this 
time. We have sworn no western thriller 
could ever "get" us but we are forced to re- 
trench after seeing the first episode of "The 
Ghost City" which we don't hesitate to label 

There's a note of sincerity in the picture, 
which though many of the incidents are melo- 
dramatic, convinces one of the possibility of 
the situations. Thanks to Al Wilson, dare- 
devil flyer, who puts his knowledge to work 
and registers real action in flight — not the 

December 8, 1923 

Page 29 

usual airplane stuff that looks like a studio 

And lest we forget, "the galloping ace" 
Pete Morrison. 

Perhaps the only false note is the repeated 
accidents of the heroine, from each of which 
she emerges not even nerve-racked. But the 
action is so rapid and intense that even this, 
would only have the effect of making the 
audience draw a deep breath of relief after 
each mishap and utter a "Thank goodness." 

'Black and Blue' — Educational 

Black-faced comedy 2 reels 

Lila Leslie and Ward Caulfield play the 
very natural parents of Vera Steadman. 
Quite a relief from the over-exaggerated 
types usually shown. Jimmie Adams is the 
always-in-bad suitor who finds no favor with 
the father, and rather tries the patience of 
his best girl. When his rival blacks his 
face to prevent the wedding much slapstick 
is introduced — there is mad tearing around, 
up and down stairs, to evade the police, and 
lest the action slow down for a minute, some 
guest or the bride faints at the opportune 
moment. Fast enough to hold the attention 
and fairly amusing. 

'Exit Caesar' — Educational 

Amateur theatricals 2 reels 

The town's two best clod-hoppers walk 
away with the show — the title tells us so. 
No ludicrous instance of amateur perform- 
ances is forgotten — the lines to prompt the 
stage hands. The balking mule who first 
refuses to budge, (leaving the flying horse 
suspended in mid-air) and then in his hasty 
retreat, drags the complete scene out and 
away from the town hall. The ex-toe dancer 
and the manager who guided her footsteps 
to the hick town where she fleeces the sus- 
ceptible inhabitants. The cast includes such 
able players as Otto Fries, Jack Lloyd, An- 
drew Arbuckle, Glory Gilmore, Mark Jones, 
Ford West, Gilbert Holmes and Peggy 

'The BuUdodger' — Universal 

Western serial 2 reel episode 

This is the second installment of "The 
Ghost City" serial, and our stamp of approval 
remains. As a matter of fact, we are inclined 
to be more enthusiastic. 

The picture once more captured our in- 
tense interest and awakened in us a sincere 
admiration for the director who knew how 
to use his camera and succeeded by a method 
of bringing the camera a bit closer with each 
shot. It made us feel the horror which was 
crowding in upon Alice Sinclair and Larry 
Newton, the hero and heroine, as they lay 
prone on the ground, directly in the path 
of the stampeding cattle. 

Whoever is responsible for the editing of 
the film, knows psychology. The end of the 
episode occurred at such an intense point that 
the audience must come back to see what 

Short and Sweet 

"Fan Magazine of the Screen" — C. B. C. 
Two issues, No. 4 and 5, show a great 
many of our favorites at play, performing 
many stunts to amuse themselves and their 
fellow workers, which is the answer to the 
numerous fan queries, "What are they like 
in there private lives?" 

"The Knockout" — Pathe. This picture is 
one of Hal Roach's clever "Dippy Doo Dads" 
series presenting an all-animal cast. The 
story is one centering around the prize ring 
and that the animal players register effectively 
in this type of vehicle is attested by the cor- 
dial reception extended the production by the 
audiences in the big Broadway houses where 
it has been shown. This film shows what 
excellent mimics monkey's are. 

Pathe No. 95 : United Daughters of the 
Confederacy visit former President Wilson 
at home in Washington, D. C. — Lloyd George 
receives big ovation on return home — John 
Aasen, world's largest man orders a suit of 
clothes in Los Angeles — Comptroller Craig 
prepares for 60 day jail sentence in New York 
City — Mammoth locomotive at Denver, Colo. 
— Fifth Armistice Anniversary celebrated in 
England and France — Overwhelming tribute 
paid Ambassador Woods on return to Amer- 
ica, by Japan in gratitude for U. S. aid. 

Pathe No. 96: Annual Class Rush at 
Wisconsin University — Severe storm and 
flood spreads havoc in Japanese Capital — 
Postmaster General New, through Pathe, 
urges public to mail early and pack carefully 
— Paris delivery boys hold marathon — J. Verne 
Booth of John Hopkins makes record, win- 
ning 6 mile Annual Intercollegiate run in 
which 319 contestants took part — Scene in 
Oklahoma State Senate during impeachment 
trial of Governor Walton — Army, Navy foot- 
ball contest, in New York City — Yale, Har- 
vard game at Cambridge. 

Kinograms No. 2305: Army, Navy game 
in New York — Armistice Day parade in 
Paris ; Poincare, Joffe, Foch and Pershing 
attend — Mrs. Post, authority on etiquette back 
from Europe; with George F. Baker, Banker 
and Philanthropist and with Princess Vlora 
formerly Mrs. Frank J. Gould — Dr. Frank 
Crane officiates at wedding on theatre stage 
— Cornelius Cole, former Senator and '49er 
celebrates 101st year; sits for sculptor Davis 
Edstrom at Hollywood — Opening of Con- 
gress; showing Senators Lodge, Brookhart, 
Sill and Attorney General Daugherty — Rob- 
ert Leland shows Tangerine, prize pony of 
National Horse Show — Japan honors America 
for sympathy and aid; Japanese Red Cross 
takes part in celebration; Rear Admiral Mc- 
Coy present American flag to Sec. Injuin. 

Kinograms No. 2306: Cairo, Egypt; Im- 
posing services for son of the Khedive — 
Athenia, N. J. ; visit to animal quarantine 
station — Airedale proud mother of nine pups 
at Alhambra, Cal. — New York City students 
have annual flag rush at Lewisohn Stadium 
—Namesakes of T. R. meet at Roosevelt 
house — Magnus Johnson, New Minnesota 
Senator arrives in Washington, D. C. — Span- 
ish and Italian consulates in Philadelphia 

bombed — United Daughters of Confederacy 
pay respects at home of Woodrow Wilson 
— Comptroller Craig of New York prepares 
for absence after sentence for contempt — ■ 
Great sale of turkeys at Hatfield, Pa. — Yale, 
Harvard game at Cambridge. 

Pathe No. 94 : Louisville, Ky., 35,000 look 
on as Zev triumphs over In Memoriam in 
sensational race — First aerial mooringmast 
"anchors" the Shenandoah — Yale- Princeton 
game at New Haven — Munich, Bavaria, civil 
strife halted to hold ceremony for Bavarian 
dead in World War — First test of Cycle-plane 
at Dayton, O. — London, Bonar Law, joins 
ranks of honored dead in Westminster Abbey 
— Tsao Kun inaugurated President of Chin- 
ese Republic. 

International No. 96: Thousands still 
throng Yokohama's bread line — Coon hunters 
active at Lakeland, Fla., season opens — Ram- 
bouillet Forest, France; Allied diplomats 
hunt on President Millerand's private reserve 
— Coburg, Bavaria, First pictures of Ex-King 
Ferdinand of Bulgaria — Food riots grow in 
Berlin — Brisbane bids farewell to Nathan 
Straus who sails for Palestine — Army engi- 
neers launch first electric sea-going dredges at 
Chester, Pa.— Ex-President Wilson responds 
to meeting of Daughters of Confederacy- 
Free clinic for care of sickly infants in New 
York City — "Papoose Golf" at Los Angeles 
— 500 battle flags carried before Pershing at 
Armistice Day Review in Paris; President 
Millerand and Premier Poincaire saluted — 
Steeplechase at Auteuil, France. 

International No. 97: Our Ambassador 
at Madrid, A. P. Moore and King Alfonso 
and Queen Victoria shown at dedication of 
monument to Santiago heroes — College boys 
cross-country run. New York City — Airedale 
mother of nine at Alhambra, Cal. — Spanish 
and Italian Consulates wrecked in Philadel- 
phia — Championship Cat Show in New York 
— Auto wreck at Boston — Prince Yous- 
soupoff, slayer of Rasputin, arrives with wife 
— Alister McCormick and bride other arrivals 
— Mrs. Hearst returns from European tour; 
first honorary Deputy Commissioner of Cor- 
rection; brings back two Irish prize beau- 
ties — Army, Navy game; Denby meets Navy 
mascot — Yale triumph over Harvard at Cam- 
bridge — Tokyo, Japan; disastrous floods de- 
lay reconstruction work. 

Page 30 

Exhibitors Trade Review 

pve making 
, , L down-to-date 






Ptom the ploy by Rida Jolinson Young" Scenario by 01,^0 PrinhJou 6 


and Hollywoods Twelve Most Beautiful Girls 




Presented bu 



1 (he plov b, ftltJs JodnitT. Voung SmiUi'iO by C P-'intllau 


Sweethearts. Apple blossoms. Spring moonlight. These are played up in the Preferred exploitation of "Maytime." Sexy love. Sweet love. 
Jazz love. Flirts. Gold-diggers. Old fools. All good stufi! Everyone loves a lover. That is the theme to feature in exploiting "Maytime." 

Maytime Exploitation Ties Up With Sweetheart Posters 

December 8, 1923 

Page 31 


By mounting the head 
cutouts of Penrod and 
his Gang — taken from 
the twenty-four sheet— on 
beaverboard and setting 
them in the middle of the 
lobby, Manager H. B. 
Clark of the Garing Theatre, 
Greenville, S. C, attracted con- 
siderable attention to his show- 
ing of First National's Pen- 
rod and Sam. He supple- 
mented this with a special 
children's matinee which jacked up the 
receipts $100 above the average for a 
three day run. Not so worse! 

Proof of the wide spread comment 
that has been awakened Dy the exploita- 
tion of Hodkinson's The Driven Fool 
was manifested in the allotment by 
K. C. B. noted columnist, of his 
entire space one day to a discussion of 
the windshield sticker which says, 
"Half of the road is yours — stick to 
it." Of course he treated the subject 
from a humorous view point which 
was nevertheless extremely effective. 

A Strangers of the Night booklet in 
convenient vest pocket size filled with 
scenes from Fred Niblo's production 
and a story which brings into relief 
the romance and thrills contained in it, 
forms a part of a big scale Strangers 
of the Night exploitation campaign 
which Metro plans to make a national 
affair. The back cover of the booklet 
is left for the name of the local theatre 
and dates of showing. 

The Royal Connaught Jockey Club 
of Ottawa helped O. D. Cloakey of 
the Regent Theatre with his show- 
ing of the Papyrus vs Zev race pic- 
tures. The club mailed out to 2,000 
of their members, paddock tickets 
made to resemble in every detail the 
real ticket, but bearing the message, 
"Paddock Week commencing Monday, 
Oct. 22. Papyrus vs Zev. Regent 
Theatre." The idea got across big. 

Covering a paper shortage. Manager 
Charles McManus of the Colonial in 
Washington, picked his own selection 
to billboard First National's The Girl of 
the Golden West. He secured a stock 
stage coach and then hand-lettered it with 
the title of the Belasco Play. 

This was erected on Ninth and Broad- 
way, where workers were tearing down the 
old Chamber of Commerce building to 
make way for a new hotel. Aside from 
the ingenuity shown in covering an emer- 
gency, the display was notable for its 
economy. The stand was permitted to 
remain for more than a week before that 
part of the building, too, was torn down 
and the total cost to the theatre was two 
passes issued to the contractor. 

Goldwyn-Cosmopolitan tied up with the 
John Wanamaker Centennial on the show- 
ing of Marion Davies' picture, Little Old 
New York, at the Capitol Theatre, New 
York. The department store used page ads 
in the New York papers during the week 
of the centennial and illustrated them with 
a drawing based upon a production still of 
Little Old New York showing the appear- 

ance of the city and the costumes worn by 
the people a century ago. Eight hundred 
feet of film showing some of the principal 
scenes in the picture were run off in the 
Auditorium of. the Wanamaker store and 
the page ads in the newspapers made men- 
tion of the fact that this film would be 
shown. Eighty thousand copies of the page 
ads were mailed to those who have charge 
accounts at Wanamaker's, and a large 

prestige pointers for on-the-job exploiteers from 

Word Character 

Stupendous! Wonderful! 

We couldn't use this space to any 
better topic than the use — or misuse 
— of these words. 

Once upon a time these words 
meant something above the ordinary. 
That was before the advent of the ex- 
travagant copy writer. 

Now everything is stupendous. All 
the settings are wonderful- The pro- 
duction is nothing if not magnificent. 
Where will it all lead to. 

It is well to remember that where 
all things are wonderful, zvonderfid is 
hardly distinctive. 

Where all things are magnificent, 
magnif.ccnce is a common commodity. 

A neat little thought to keep in 
mind is G. B. Shaw's : 

In Heaven an angel is no one in 

window display of old-time costumes, to- 
gether with a large portrait of Marion 
Davies and stills from the production, was 
made in the store's largest Broadway win- 

The Lotus Theatre, Sheridan, Wyoming, 
made an attractive front for The Spoilers 
by liberal use of fir trees with a small imi- 
tation log cabin built around the ticket 
booth. Fir trees were used on each side 
of the booth and in the center of the lobby. 
On top of the box-office was a cut-out 
figure of a man in Alaskan costume against 
a painted background of snow and trees. 

Manager Fey of the Madison Theatre, 
in the Broadway and Madison district, 
Seattle, cooperating with the Pathe Ex- 
change, last week held a special review of 
Columbus the first of 33 historic pictures 
to be released monthly, for members of 
the Yale Club. Members of this club are 
prominent in the literary, professional and 

educational life of the city, and were appre- 
ciative of the merits and historical value of 
the picture. 

Manager Robert W. Bender, of the 
Columbia, Seattle, distributed red apples, 
wrapped in tissue paper on which was 
printed: Compliments of the Columbia 
Theatre, through co-operation with the 
Chamber of Commerce, National Apple 
Week, and in a box below: 
"Buy your apples by the box, 
Don't put them under key or lox. 
If you eat only one a day, 
A box keeps Doc three months away." 

The fact that The Virginian was on 
the selective list of books for pupils 
of the Ideal High School enabled C. 
S. Morrison, manager of the Imperial 
Theatre, Jacksonville, Fla., to hook up 
with the educators of the city and do 
the best business in several months. 
Mr. Morrison was able to make an- 
nouncements regarding the showing to 
the English classes three days in ad- 
vance. In this connection he gave a 
private showing, inviting all the 
teachers. The Public Library was 
glad to post two 22 by 28 cards in 
conspicuous places, concerning a bet- 
ter book campaign of their own, The 
Virginian being one of the selected 

A good idea for The Bad Man who 
didn't need help was the sample candy 
package campaign that was conducted 
by Manager Tod Browning, of the 
First National attraction at the Olym- 
pia Theatre, New Haven, Conn. 

Sample packages of pep-o-mints 
were distributed, each carrying a 
printed card reading, "Two kinds of 
Life Savers: Pep-o-Mint Life Savers 
and The Bad Man." 

New Haven voted it a curious, in- 
teresting novelty and credit is due to 
Manager Browning who was respon- 
sible for the success of the tie-up. 

Herbert L. Rothchild's California 
Theatre, San Francisco, used red 
lights across the street in front of 
shops on the street approaching the 
J theatre, for showing of Goldwyn's mys- 
~ tery picture, Red Lights. Four days 
prior to opening, three strings of red lights, 
containing eighty globes to a string, were 
hung across Market Street from the Cali- 
fornia Theatre to Ross Bros.' Department 
store. The lights on the marquee were red. 
Every merchant on the block from Fourth 
Street to the San Francisco Bulletin 
changed the color of his lights from white 
to red during the week. Publicity Direc- 
tor Charles E. Kurtzman canvassed the 
proprietors of the stores and induced them 
to use the red lights. He also arranged 
a street parade of thirty-five automobiles in 
the downtown section of the city, the night 
before the opening. Each automobile 
carried a banner on both sides, reading: 
"Hold your Breath! Red Lights! Cali- 
fornia Theatre." 

What effect this active and ingenious 
campaign had upon the public — which, like 
every other public, wants to have its at- 
tention attracted to the unusual — can best 
be told by the decidedly inflated condition 
of the California's cash drawers. 

Page 32 

Exhibitors Trade Review 



Adapting Popular Novels in\ Para- 
mount Exploitation Helps 

PHOTOPLAY editions of the popular 
novels adapted for Paramount pictures 
have come to be one of the biggest features 
of the exploitation of the Paramount prod- 
uct. During the past year, including those 
at present in work, nearly twenty of these 
special publications have been made by the 
firms of Grosset & Dunlap and A. L. Burt 
& Co. 

The works of Zane Grey, now being pro- 
duced as Paramount pictures, 
have a tremendous popular 
following and the sales of the 
photoplay editions reflect this 
popularity to a marked de- 
gree. A special photoplay 
edition of "The Heritage of 
the Desert," which was orig- 
inally published by Harpers, 
will be issued by Grosset & 
Dunlap simultaneously with 
the release of the picture in 
January. This book has al- 
ready been in the hands of 
Grosset & Dunlap for sev- 
eral years, during which pe- 
riod they have sold more than 
400,000 copies of their reprint 
editions. The Photoplay edi- 
tion will be encased m a spe- 
cial jacket and illustrated 
with stills from the picture. 
The photoplay edition of "To 
the Last Man," published at 
the time the picture was re- 
leased, is proving one of the 
best Grosset & Dunlap sellers, 
the publishers say. 

Rudyard Kipling's "The 
Light That Failed" has just 
been issued in photoplay edi- 
tion by A. L. Burt & Co., who 
are expecting a big demand 
through the release of the 
Melford production. It will 
be pushed as a Christmas 
book and its sale will be ac- 
celerated by the fact that one 
of the greatest works of this 
popular author is available in 
an attractive 75-cent edition. 

A special photoplay edition 
of Julian Street's novel, 
"Rita Coventry," is now being 
prepared by Grosset & Dun- 
lap and will be published un- 
der the photoplay title, "Don't 
Call It Love," at the same 
time that the William De 
Mille production is released. 

On account of the great success of the 
James Cruze production, "The Covered 
Wagon," the Appleton publication of the 
Emerson Hough novel, with its special jacket, 
has been one of the sensational sellers of 
the year. Appletons have been issuing a new 
edition every week for many months. In 
January Grosset & Dunlap will publish "The 
Covered Wagon," using the same jacket and 
adding several stills as illustrations. Present 
plans call for the issuing of a new edition 
each week for an indefinite period. 

Other illustrated photoplay editions planned 
by Grosset & Dunlap for the first of the 
year are Homer Croy's "West of the Water 
Tower," published by Harpers, and "His 
Children's Children," published by Scribners. 
The new edition of "West of the Water 
Tower," which will be on the book stands 
by the time the picture is released, will con- 
tain a foreword by the author describing his 
reactions in watching the picture grow from 
his story. The special jacket will be illus- 
trated with a reproduction of the actual water 
- tower in the author's home town, Maryville, 
Mo., which gave title to the story. 

Among the new photoplay editions planned 
by A. L. Burt & Co., is Kate Jordan's "The 
Next Corner," which is being produced for 
Paramount by Sam Wood with Conway 
Tearle, Lon Chaney, Dorothy Mackaill, Ri- 
cardo Cortez and Louise Dresser featured. 

While the publication of these special edi- 
tions is proving of immense value in the ex- 
ploitation of the pictures, both these publish- 
ing houses give unreserved credit to the pic- 
tures for stimulating popular demand for their 
product. For instance, according to A. L. 
Burt & Co., Robert Hichens' "Bella Donna," 
originally published by Lippincott nearly fif- 
teen years ago, was dead on the market with 
practically no sales for five years, until the 


Baltimore and Syracuse Receive Stunt 
With High Favor 

LOUIS ROME, Manager of the Apollo 


Or does Mr. Laemmle point to the fact that with the Gumps syndicated as 


several hundred newspapers all over the country, the possibiUties for free 
advertising are plainly obvious? That's the real pointer. 

Pola Negri picture came along. The Burt 
photoplay edition sold to the number of more 
than 40,000 copies the first four months. That 
means a higher percent of new fans. 


C. B. C. Film Sales Corporation holds the 
distinction of having two popular songs writ- 
ten bearing the names of two of their cur- 
rent feature releases, both issued by popular 
and recognized music publishing firms, and 
both proving big sellers. 

The ballad "Forgive and Forget" is prov- 
ing a fine number in connection with the pro- 
logues arranged by the first run theatres on 
this production, which features Wyndham 
Standing, Estelle Taylor, and Pauline Garon, 
and is also being put to fine use for win- 
dow-display tie-ups. A big tie-up of this 
kind is at present being arranged by Tony 
Luchese of De Luxe Film, Philadelphia, in 
connection with the premiere showing of "For- 
give and Forget" at the Kaarlton Theatre 
in that city. 

Theatre, Baltimore, created a furore in 
that city when he played "The Midnight 
Alarm," the Vitagraph super-feature with 
Percy Marmont in the lead. 

Manager Rome obtained from the City 
Fire Department the oldest steam fire engine 
it possessed and two of the old fire horses 
which had long since been retired. He used 
this as a street ballyhoo for "The Midnight 
Alarm." When it was on 
parade the oldest retired fire- 
man of Baltimore rode on the 
Engineer's platform in the 
rear of the truck. 

The newspapers of Balti- 
more immediately started a 
controversy over the city gov- 
ernment lending its equipment 
for such an advertising pur- 
pose. When it was realized 
that "The Midnight Alarm" 
is one of the greatest lessons 
against carelessness and for 
fire prevention, public senti- 
ment favored the Fire De- 
partment's action. The con- 
troversy proved to be a 
splendid publicity stunt for 
the theatre. 

Officials of Syracuse ac- 
cepted this view at a pre-re- 
lease showing of the film. 
The Syracuse Safety Council 
publicly endorsed the show- 
ing of "The Midnight Alarm" 
in a letter addressed to 
Mitchell Fitzer, Manager of 
the Rivoli Theatre, that city, 
and Mr. Fitzer reproduced the 
letter written by H. M. 
Starling, Manager of the 
Council, and circularized it as 
a herald. Mr. Starling said: 
"I was personally very 
much impressed by this pic- 
ture and believe that the pic- 
ture contains educational fea- 
tures which will be of interest 
to everyone from a fire pre- 
vention standpoint." 

Charles S. Coombs, Chief 
of the Bureau of Fire of that 
city, endorsed the picture : 

"This wonderful master- 
piece proves in itself that it 
is thrilling, instructive and 
practical. It covers even 
more than a regular midnight 
alarm, insofar as our Fire 
Department is concerned, and is elaborated 
in every detail. The people of our city may 
well consider themselves quite fortunate on 
account of being able to grasp the oppor- 
tunity of enjoying the presentation of 'The 
Midnight Alarm' in your theatre." 

Manager Fitzer used this letter in display 
advertising in the newspapers of Syracuse. 
And the results were obvious. 


Nothing is as contagious as laughter. 
H. C. Farley, recognized that when he put 
two twenty-four sheet cut-outs of Harold 
Lloyd shoulder to shoulder with a victrola 
playing laughing records between them. It 
was a great display for his showing of "Why 
Worry," and deserves to be catalogued for 
future comedies. The laughing face of 
Lloyd, and the victrola with the laugh records 
was sheer eloquence. It told more about the 
comedy in less time than was possible through 
any other medium. It was the ace in the 
hole for the Montgomery, Ala., Strand. 

December 8, 1923 

Page 33 


Oregon Post Office Officials Co-operate 
With Theatre Manager 

land, Oregon, took advantage of a news 
story and booked "Loyal Lives." The Whit- 
man Bennett Production based on the life of 
United States Post Office Employes. A mail 
train was held up in the Siskiyou Moun- 
tains south of Ashland. The manager of the 
theatre had received the exploitation campaign 
book for "Loyal Lives" and recalled that the 
frustrated robbery of a mail coach was one 
of the thrills of the picture. The news- 
paper reports showed the local robbery to be 
almost identical in method with that em- 
ployed in the picture. 

The picture was shown while the news of 
the hold-up was still fresh in the public 
mind. The theatre requested co-operation of 
the local post office authorities and mail car- 
riers in exploiting the picture which was 
readily given, and the play dates proved to be 
the best shows the theatre had enjoyed for 
many months. 

An invitation to the post office employes to 
attend the opening performance of "Loyal 
Lives" at the Vallejo Theatre in Vallejo, 
California, won a front page top story in the 
Vallejo Evening News. 

The management of the Dutchess Theatre 
and the Tribune of Warren, Ohio, ran a con- 
test for the most popular mail carrier in 
that town and decided it by a coupon vote 
deposited at the theatre during the run of 
"Loyal Lives." A handsome watch was 
awarded the winner. 


A simple but attractive theatre front was 
made for Goldwyn's "Red Lights" at the 
Rialto Theatre in Des Moines, la. The title 
of the picture in red letters, outlined in 
-white, was run on a special banner clean 
across the theatre entrance. It was flanked 
on either side by special painted posters, one 
of them founded upon a still showing the mys- 
terious figure of a man at a window, on the 
curtain of which was reflected the figure of 
a woman, the ether being an elaboration of 
one of the posters. On either side of the box- 
office were frames of stills. 


"The Eternal City" had been added to the 
list of photoplay editions shortly to be pub- 
lished by Grosset and Dunlap. The new edi- 
tion has been made in conjunction with the 
forthcoming First National attraction and is 
being illustrated by stills from the produc- 
tion. A special feature is being made of the 
Italian scenes, the publicity angle being pro- 
vided by the fact that the pictures was filmed 
m Italy. 


Manager Epstein is a strong believer in 
word of mouth advertising. He announces 
his program, and runs mostly First Na- 
tional attractions, for about a month in ad- 
vance for his Royal Theatre, Laredo, Tex. 
For example he has announced "Oliver 
Twist," "The Bright Shawl," "Within the 
Law" and "Mighty Lak' a Rose" as his pro- 
gram covering the next twenty days. 

He believes that this pre-announcement in 
newspaper advertising and readers will build 
up attendance by giving his prospective pa- 
trons a chance to talk about them in advance. 

If Baby Peggy comes to town, you might do worse 
than persuade an enterprising merchant to feature a 
window display of Baby Peggy dolls as a tie-up 
with the photoplay. It will probably do both of 
you a world of good at this Christmas season. 



The announcement of the complete Metro 
schedule of major productions for the 1923-4 
season several months ago has evoked great 
expectancy among exhibitors, who are rapidly 
making arrangements to play the entire out- 
put. Broadsides to the public announcing the 
new Metro pictures have become frequent oc- 

The last announcement of this sort to the 
public is from L. D. Lanimon, manager of 
the Eclipse Theatre at Coleraine, Minnesota. 
Mr. Lammon recently issued a small booklet 
to his patrons and to the people of Coleraine 
in which he has outlined the new Metro 
productions which he had arranged to present 
as soon as they were available from time to 
time. The booklet was illustrated with cuts 
of Metro players. 


The exploitation campaign for franchise 
holders and exhibitors on C. B. C. Film Sales 
Corporation's feature "The Marriage Mar- 
ket," featuring Jack Mulhall, Alice Lake, 
Pauline Garon, Shannon Day, has been com- 
pleted, it is announced. 

It is said by the C. B. C. exploitation de- 
partment to be the most complete ever pre- 
pared by tliat organization for one of its fea- 
tures. The press book was compiled after 
securing from franchise holders and exhib- 
itors cornments on other press books hither- 
to issued by C. B. C, and their opinions and 
such changes as they suggested have been in- 


Contest and Co-operation With Mer- 
chants Jack Up Receipts 

WITH Irene Castle's personal appearance 
furnishing opposition of a formidable 
kind, Lou Towns put on "Why Worry." It 
wasn't easy to stop worrying with a favorite 
like Irene in Birmingham. 

Towns opened his campaign with a very 
good tie-up with the News. He announced 
that free tickets to the Strand were waiting 
for the first five people who discovered their 
names in the classified ad section of the pa- 
per. The News gave the Strand considerable 
space about three quarters of a page in total 
— during the three days before opening when 
this contest was running. At the same time 
he put over a full page co-operative ad in 
which eight merchants made good use of the 
title in their copy. 

The response, the general interest, the hub- 
bub of talk created by this live-wire campaign 
of publicity and advertising was eloquent 
proof of Manager Towns' keen sense of 
showmanship. Aside from proving more than 
a adequate competitor to a national theatre 
celebrity, there was no question but that the 
various stunts created good will among the 
theatre's patrons calculated to outlast the pic- 
ture itself. 


An attractive and effective lobby display 
for Metro's "The French Doll" was arranged 
by Edward M. Foley, manager of ihe 
Academy Theatre at Haverhill, Mass., when 
this attraction played there. Besides several 
fine lobby paintings and three sheets promi- 
nently displayed out front, Mr. Foley had 
rigged up a miniature doll on a circular stand 
which he connected with a motor and caused 
to turn around constantly. This created a 
good deal of curiosity and brought many peo- 
ple to the theatre to view the picture. 


Two clowns, traversing the business dis- 
trict of Duncan, Oklahoma, was the exploita- 
tion stunt that the Folly Theatre used for 
"The Drivin' Fool," the Hodkinson speed pic- 
ture featuring Wally Van. As a result the 
theatre, which seats four hundred, was filled 
to capacity during both the matinee and eve- 
ning showings. The audience was so enthu- 
siastic and business so good that the manage- 
ment has declared that it will personally 
recommend the picture "to any exhibitor who 
desires a real box-office attraction." 

Crooks, pirates, a Russian countess and a Soviet spy are only part of the fire-works in "Stangers of the 
Night." Its 24-sheet suggests numerous innovations as tie-ups in various fields. 

• mr Louis B. Mayer 



(Captain Applejack) 


Page 34 

Exhibitors Trade Review 


O, D. Cloakey Inaugurates Sleuth 
Stunt at Regent Theatre 

WHEN it comes to devising mediums of 
exploitation some meti are simply to the 
manner born. One, who might be called a 
past master in this art, is Manager O. D. 
Cloakey of the Regent Theatre, Ottawa, On- 

When "Strangers of the Night" came to 
the Regent, Cloakey was all ready for a mys- 
tified and agitated public with a hidden treas- 
ure campaign that took the town by storm. 
This was arranged through an advertising tie- 
up in the Press in which the readers were 
notified that Captain Applejack's treasure had 
been planted in various quarters of the city 
and that a hunt for the treasure, in which 
all people were invited to take part, was the 
order of the day. 

Following this announcement, the next day 
and several days after saw a series of charts 
printed in the newspapers giving clues as to 
the whereabouts of the treasure in which were 
enclosed certificates calling for cash prizes 
and others redeemable at the box office of 
the Regent Theatre upon presentation. 

It is said that during the showing of the 
film all Ottawa looked like an open-house 
school for sleuths. Men, women and chil- 
dren were to be seen peeking into mysterious 
corners, behind doorsteps and under carpets. 
And the turn-style at the Regent clicked 
merrily and constantly to the spirit of the 
whole occasion. 


Manager M. B. Hustler of the Capitol 
Theatre, Sacramento, has secured Dulcy 
against skidding. When he played the First 
National's attraction he tied up with an 
automobile accessories shop. The store dealt 
with everything from magnetos to tires, but 
the window display they showed on Dulcy 
featured Non-Skid chains. 

The merchandise furnished a good catch 
line, while in addition, a tie-up of this na- 
ture was sufficiently out of the ordinary run 
to evoke comment. The picture played to a 
good attendance under the motorists' slogan : 
"Use U. S. Non-Skid Tires. Don't be a 


A big scale tie-up has been effected with the 
fnanufacturers of Stetson hats and Goldwyn 
pictures. Billboards using Goldwyn stars 
with Stetson hats will be distributed inter- 
nationally. Window cards with well known 
screen people will also be given wide distri- 
bution. The hat dealers will send to its 
dealers, newspaper and card advertisments 
with the name of the picture being shown and 
the cast, also the date of the showing and 
the name of the local theatre. The tie-up 
is planned to assist the exhibitor materially 
in the exploitation of his showing. 


S. L. Rothafel of the Capitol has arranged 
a beautiful and unique prologue for the film 
"Rosita" playing there, in which Mary Pick- 
ford is starred. 

The prologue is entitled "La Rosita," the 
scene portraying the public square of a Span- 
ish city in the days of the Spanish cavaliers, 
with the typical Morrocan castles in the back- 
ground. As the curtain parts, a Spanish 
Dancer, with guitar slung across her shoulder 
is the attraction, while the Capitol Ensemble, 
representing her Spanish admirers, gaily and 
spiritedly sing "La Rosita." 

'Meanest Man' Forms Basis 
of Clever Tie-Ups 

"Who is the meanest man in the 
world?" A stimulating question. 

That was the question put to Los An- 
geles without the slightest suspicion that 
it was publicity for the forthcoming First 
National attraction at Loew's State 
Theatre and the West Coast chain of 
theatre houses. 

A peak of publicity at the minimum 
sum of money was the distinctive feature 
of this campaign which set all Los An- 
geles agog and showed to what limits 
successful exploiting may be carried. The 
teaser question, which is the title of the 
picture, formed the basis of the campaign 
— every angle of exploitation being used 
in advance without the slightest indica- 
tion that it was amusement advertising. 
Eight-column banner lines screamed from 
the front pages of daily newspapers. The 
same question was asked by one hundred 
twenty-eight sheet boards, five hundred 
news stands, one hundred slides in West 
Coast Theatres, and a big fleet of motor 
delivery trucks. 

Cash prizes were offered for the dis- 
covery of the "Meanest Man" and a 
hook-up with the Los Angeles Evening 
Express brought cartoons and front page 
stories. Awards were made from the 
stage of the theatre after the opening. 

In the midst of the growing excitement 
the "Meanest Man's family" appeared on 
the street. The signs on their backs 
labelled them, respectively, the meanest 
man's mother, father, and son of the 
meanest man himself. 


'By-word' Results in 'Payword' for 

Theatre in Lincoln, III. 

AL SOBLER, First National's exploitation 
representative, hit a constructive idea as a 
tie-up with "Circus Days" when he induced 
the authorities of the Lincoln State School 
and Colony to use motion pictures as a test 
for the insane and feeble minded. 

Dr. J. A. Wheeler, director of the institu- 
tion, who has progressive ideas regarding 
the treatment of such unfortunates, is firmly 
of the belief that these people can be in- 
duced to register ideas and, in many cases, 
recover a normal mentality if they are prop- 
erly encouraged. 

With this theory in mind he was more 
than willing to give a special showing of 
"Circus Days" at the Lincoln Theatre and 
let his selected experiments attend. 

From a professional standpoint Sobler was 
interested solely in the exploitation possibili- 
ties. Dr. Wheeler was interested in the prog- 
ress of his work. Between the two they 
made "Circus Days" a watchword in the 
towns and a payword for the theatre which 
was to run it. 

From a co-operative angle the results gave 
considerable hope that motion pictures might 
be the eventual medium for fixing some defi- 
nite thought and bringing back normal men- 
tality to feeble-minded people. 

When the tests reach the stage of definite 
results there will be another story for the 
feature writers and it will prove the most 
glovving tribute that the industry has ever 


If you were to pack up and move into 
Fort Worth, the day after you arrived, 
there would be a card in your mailbox signed 
by Harry Burke, and H. J. Gould, inviting 
you to visit the Palace and Hippodrome 
Theatres at your convenience. 

The mayor of Forth Worth boosters have 
congratulated both managers for their enter- 
prise in giving the town another good talking 

It was through Burke's efforts that the 
booster organization in Forth Worth took 
on a new lease of life. And it is not sur- 
prise that with the growth of the city, box- 
ofiice receipts grew likewise. 

Burke started the movement to keep trade 
in the town by using space in his. ads, in his 
program, in fact everything he could cram 
it in, to boost Forth Worth. It was some- 
thing everybody felt was needed but nobody 

Burke's latest coupe is the invitation stunt 
to families moving into town. He is ear- 
nest about it, too. When the man or woman 
presents the card, Burke sees that they are 
introduced to people who are in the same 
business, or who might be socially inclined. 
Thus, the Palace and Hippodrome occupy 
more than the positions of amusement cen- 
ters. They are social hubs. 


A simple but effective bit of exploitation 
was staged in advance and during the show- 
ing of Harold Lloyd's "Safety Last" at the 
Milda Theatre, Chicago, Illinois. 

George E. McDonald, manager of the 
Milda, hit on the idea of printing a red 
automobile tag on which appeared "Don't 
Park Here— Be Safe— Go to the Milda Thea- 
tre and See Harold Lloyd in 'Safety Last,' 
Showing All Week." Also appearing on the 
tag was the word "Police !" A man attached 
these notices to autos parked in the vicinity 
of the theatre, giving the impression of hand- 
ing out summons. 

December 8, 1923 

Page 35 

Booking-Urge Ideas Galore in Latest Pictures 

Collection of Snappy Ideas Which Will Turn the Trick in Getting 
You Bigger Returns at the Box-Office 

Aileen Pringle, star of Goldwyn's "Three Weeks," 
gives out some pretty keen advice which the shops 
all over are using in the hope of averting the last 
■minute rush. Incidentally little Miss Pringle is col- 
lecting a bit of publicity thru the scheme. 

'The Leavenworth Case' 

BRIEF: A well woven murder mystery picturized 
from the noVel of Anna Katharine Green and directed 
by Whitman Bennett. Starred in the cast are Seena 
Owen, Martha Mansfield and Wilfred Lytell. 

Released by Vitagraph December 1 

TN this picture you have a really fine 
mystery story w^ith enough different ele- 
ments to appeal to the woman who is in- 
terested in love and adventure, to the man 
who has an eye and ear for mystery, to the 
youngster whose ambition it is to be a de- 
tective. Well, that's practically everyone, 
you say. Exactly! That's the point. 
Here's a money maker for you. Get in on 
the ground floor. In the first place take 
advantage of the popularity of Katharine 
Green as a writer of famous mystery 
stories and tie-up with the book stores 
and department stores handling books for 
displays and ads featuring her works. 

Then try a street bally. Get a small 
truck and arrange it to resemble a patrol 
wagon. On the back have a man dressed 
as a policeman. In the wagon should be 
four or five men and women. On the back 
of the wagon is a sign reading: "These 
people are suspects in 'The Leavenworth 

Case' coming to the Theatre 

on " That will make them sit 

up and take notice, don't you think? 

Do you believe in advertising? Run a 
teaser cam.paign. Begin a week before the 
play date and use copy similar to this: 
"Who killed Ira Leavenworth? Why was 
Ira Leavenworth murdered? Why did the 
district attorney delay arrests in 'The 
Leavenworth Case?' " 

Each day you should run a new one like 
thrs and then at the end of the week have 
this appear: "'The Leavenworth Case' 

Solved. For details visit the 

Theatre on " 

'The Day of Faith' 

Released by Goldwyn October 21 

BRIEF : A Ted Browning production telling the 
story of the heart and soul appeal of the "Miracle 
Man." The cast includes Eleanor Boardman, Ford 
Sterling, Raymond Griffith and others. 

TTERE is a picture which, like a lobster, 

extends a number of feelers, as it were. 
That is, the variety of themes which it 
includes in its text makes it appeal broad 
in its scope. Summarily speaking it is 
capable of many novel exploitation fea- 

In the first place "The Day of Faith" 
gives an excellent angle for a competitive 
Oldest Citizen Night, as two aged actors — 
one 104 years old, the other past 80 — ap- 
pear in the cast. 

A good window display is a large money 
sack filled with iron washers to give the 
effect of gold pieces. On the sack is 
printed, "$10,000,000." A card in front of 
it asks simply, "if you had $10,000,000 what 
would you do to make the world a better 
place?" This idea can be used to tie-up 
with a variety of different merchants. 

A tar and feather card would be a nov- 
elty. These cards should be about three 
by five inches with a bit of tar and a few 
small feathers in one corner. Copy on the 
card should read: "Tar and feathers, the 
penalty for those who do not have faith." 

Red envelopes for house to house dis- 
tribution is another novel interest arouser. 
"What day is to-morrow?" should be 
printed on the outside of the envelope in 
black type while inside would be a slip 
printed in red ink reading: "Tomorrow is 
the 'Day of Faith' at the Theatre." 

Neighbor's Day with the slogan, "Get 
Acquainted," can be promoted in the towns 
where the picture is showing on the 
strength of its theme, "My neighbor is per- 
fect" (the doctrine of one of the charac- 
ters). Clergymen and other church work- 
ers could be enlisted for co-operation be- 
cause of this theme. 

Your theatre front can be made attract- 
tive by a large cut-out sunboard made of 
compo board and erected over the mar- 
quee using the figure of Eleanor Board- 
man from the twentv-five sheet at each 
end. Red and amber lights should be 
placed behind the cut-out to get the sun- 
rise effect. 

Stills from the production give angles 
from which music shops, life insurance 
companies, drug stores, banks, book and 
jewelry stores can be interested in tie-ups 
with window displays. 

'Darling of New York' 

Released by Universal December 3 

BRIEF: Crook play woven around the adventures 
of a little waif, kidnapped and cast in with a gang 
,if crooks and gem smugglers of N'ew York's lower 
F.ast side. 

BABY PEGGY, the baby Sarah Bern- 
hard of the screen, has "been appearing 
for some time now in the movies but the 
"Darling of New York" is the first feature 
picture she has ever made. The immense 
popularity of this little star has made it 
possible to make feature pictures out of her 
films and exhibitors will probably find this 
one as well as those scheduled for after 
release, big box-office attractions. 

The stolen gems have been secreted in 
the clothes of the little rag doll which 
Baby Peggy has with her at the time she 
is kidnapped from the Italian pier by the 

Helene Chadwick, Goldwyn star, is letting others 
derive some of the benefits of her experience. Hav- 
ing completed her own shoppng in comfort she can 
sit back and smile and pass the word on to others 
to follow suit. 

g:em smuggler. This fact centers atten- 
tion on the doll which you will find a very 
profitable exploitation device. You can ar- 
range with several toy stores, stationers 
and drug stores in your vicinity for a 
window display of Baby Peggy dolls which 
have already become immense favorites 
with the kids. Pictures of the little actress, 
posters, and an attractive arrangement of 
the dolls will do much to give publicity to 
your showing. 

The dolls may also be used by you di- 
rectly. Announce in your ad columns that 
every performance there will be given away 
at your theatre a large Baby Peggy doll 
to the holder of the lucky number. Each 
patron upon purchase of a ticket will re- 
ceive a number. Duplicates will be re- 
tained at the box office. Then some one 
in the audience will select one of these at 
random and the holder of that number 
will receive the doll. 

Don't ever pass up a chance for some 
free advertising in the news columns of the 
local papers. Here's a stunt that should 
certainly get you some of this coveted 
space. Arrange to run a contest for the 
children of the town offering a prize for 
the child who could double for Baby Peg- 
gy. The contest will be decided through 
pictures which will be published daily or 
in the Sunday edition of the paper. 

This sort of thing has been done before 
for adults but it is a new gag for babies 
and is sure to arouse a general interest 
which the paper will be forced to recognize. 

It is easily conceivable that you can get 
a manufacturer of children's hats to make a 
special model which he calls the "Baby 
Peggy." Moth ers grab readily at new fads 
in children's clothes and the baby stores in 
the vicinity of the houses showing the pic- 
ture would probably do big business on 
the hat if they played it up sufficiently. 

Page 36 

Exhibitors Trade Review 

'The Virginian' 

Released by Preferred September 20 

BRIEF : A man kills his pal because duty and honor 
compel him to. The act almost loses for him the 
love of the girl he hopes to marry. But she finally 
■realizes his reasons for doing what he did, and all 
is once more merry. 

THIS Western picture, not however, "A 
Western" as the term is apphed to pic- 
tures, has its origin in a famous book wide- 
ly read all over the country. This, of 
course, will be of great value to the exhib- 
itor when he shows the picture because 
the story itself will need practically no 
introduction and probably little exploitation 
to make it well known. But don't rest 
too much on the fame of the story. Go 
after the business and get bigger crowds. 

Try this: have an artist draw an outline 
map of the state of Virginia. Print a 
number of them upon cheap cards, then 
cut them up in jigsaw puzzle style. Print 
a slip announcing that anyone bringing in 
a complete map of Virginia will be given 
free seats. Distribute the pieces through 
the school children, but don't give out 
many complete sets. You will be sur- 
prised at the interest you will arouse by 
this simple stunt. 

The butcher cannot often serve for tie- 
up ideas but when he can you will do well 
to get hold of him since his store is prob- 
ably one of the most consistently visited 
by the housewives, of any. Here's the 
idea. One of the great products of Vir- 
ginia is ham. Get the butcher to put a 
sign in his window reading: "Great Vir- 
ginians. Our Virginia ham is the best in 
town. Buy a ham to-day and see 'The 

Virginian' now showing at the " 

You can sell the kids with a cheap Vir« 
ginian hat which is a cut-out cardboard af- 
fair which can easily be put together by the 
kids. On the "sombrero" are drawings of 
the principal characters, a big ad for the 
picture and space for your own imprint. 
Get a supply of these and have them dis- 
tributed in your neighborhood. The kids 
will proudly bear them home, thus bringing 

right to the grown folks' door, the an- 
nouncement of your showing. 

If you like teaser gags here's one that 
will get 'em.. Get posters with a picture 
of "Trampas, the cattle rustler villain," and 
in large black type have printed on the 
posters, "$5000 reward for the capture of 
Trampas, dead or alivel" Then under- 
neath the picture there should be some- 
thing to the effect that this reward is of- 
fered to anyone furnishing information 
which will lead to the arrest and convic- 
tion of this bandit. "For further details 
see 'The Virginian' now playing at the 

" If this don't get them "all het 

up" nothing will. 

Tleasure Mad' 

Released by Metro November 25, 1923 

BRIEF: Blanche Upright's novel, "The Valley of 
Content" transplanted to the screen with the title 
"Pleasure Mad" annexed to it. Tli'e film is a 
Reginald Barker production with a strong cast. 

PLEASURE MAD" is a good picture with 
a good title. Book it and get behind and 
shove. You'll probably find it easy to get it 
across. It is a distinctly modern theme tell- 
ing the story of an earnest devoted mother 
and her pleasure mad children who finally 
cause both her and themselves much misery. 

There's plenty of propaganda in the story — 
a tirade against the sinning younger genera- 
tion, but that won't scare the j'oung folks 
of¥. It will bring them on. They love to be 
raked over the coals. It gives them something 
to talk about and laugh over later. And the 
older folks will find a real heart throb here, 
so play it up big to old and young. 

You can also make use of the poster warn- 
ings which seem always to interest. All 
over the town on billboards which say merely, 
"The whole town is going 'Pleasure Mad.' 
Startling revelations will soon be made," and 
"Warning, what is going to become of our 
'Pleasure Mad' public? The answer will be re- 
vealed soon." This is the sort of thing that 
starts tongue-swagging. Play it up as big as 
you can. 

When you're looking for some valuable 

free publicity, get in touch with a charitable 
organization in town. The stunt not only 
makes you appear the good Samaritan, and 
benefits the poor, but it brings the patrons to 
your house. 

For instance, get in touch with some local 
charitable club and arrange a free theatre party 
for all the poor children of the community. 
After the performance give away clothes and 
food and toys that have been previously don- 
ated for that purpose by persons in the com- 
munity. Have the club advertise your thea- 
tre party and do some advertising for your- 
self and the results will please you, no doubt. 

'Flaming Youth' 

Released by First National Nov. 18, 1923 

BRIEF: A picture from the popular novel by War- 
ner Fabian. A story of the jazz age with its pet- 
ting parties and liquor, featuring Coleen Moore, Mil- 
ton Sills, Elliot Dexter and Sylvia Beamer. 

HAT makes this picture different, is not 
" its subject matter, but the manner in 
which the story is handled by a competent 
cast. It is the same old tale of the jazz 
crazy modern age, chuck full of picturesque 
scenes and amusing situations. 

And undeniably is one of those pictures, 
which, though hackneyed, has the universal 
appeal and presents exploitation ideas aplenty. 
The best way to arouse the interest of the 
curious is to condemn the picture. There is 
here a peculiar psychology which makes peo- 
ple impatient to see what they have been told 
not to. Here is your cue for exploitation. 
Get out letters warning the people that the 
picture is rife with bold situations and un- 
restained necking parties and advise them not 
to see it and forbid their children to do 
likewise. They will come hotfooting it to 
your theatre. 

Inflame the minister with the outrages 
against society on the part of the younger 
generation, and get him to preach a sermon 
on the subject using the picture to illustrate 
his point. 

Stores of all kinds can be sold on tie-ups 
with flapper clothes and requisites. Don't lose 
this opportunity. 


May or may not be what this fair damsel is saying, but whatever it is she sure has them falling at her feet. This remarkable prologue was staged by 
Rothafel at the Capitol in New York as an introduction to the showing of Mary Pickford in United Artists' production "Rosita." As the prologue closed 

the scrim was lowered and the audience w as led right into the picture without any break. 

December 8, 1923 

Page 37 

9r/e J and Proved Pictures 

'Rich Men's Wives' 

Society Drama Released by Schulberg 

J3RIEF: The gay, neglected daughter of wealthy 
society people maries a millionaire who neglects her 
for business. She takes to flirting, is banished by 
her husband and denied the right to see her son 
ever. She finally gets to him, proved h'er worth to 
her husband and both are made happy by a reunion. 

'W/"HEN rich parents neglect their children 
and rich husbands overlook their wives 
in the rush of business, some evil always re- 
sults. Which is precisely what happens in 
this picture which stars House Peters and 
Claire Windsor and makes an absorbing 
drama with an appeal to everyone. 

No class should be excluded in your ex- 
ploitation campaign, for the women can be 
sold on the tie-ups which emphasize the lovely 
clothes element and the lavish domestic scenes, 
the men will be interested in the plot of the 
story. This feature you should get across 
through your posters and lobby displays which 
play up big the main idea of the story. 

The wealthy mother and father of the 
heroine suffer reverses which rob them of 
their entire wealth. This is the cue for a 
line with the banks which using your pic- 
ture as a basis can urge people not to live 
only in the present but to' save up against 
the future. 

Since a number of automobiles appear in 
this film it might not be a bad hunch to get 
the automobile agencies to co-operate. You 
rnight even enlist one in a street bally stunt 
like this. Get a nice looking car and have 
a goodlooking girl and fellow driving in it. 
On the car have signs reading : " 'Rich Men's 
Wives' own cars like this one. See them for 
yourself at the Theatre." 

Just to do something a bit dif¥erent and 
arouse comment, get the social register of 
)'Our community and solicit, by a seemingly 
personal invitation, the elite patronage. 

'The Critical Age' 

Youth and Love Released by Hodktnson 

BRIEF : Tom Finfey, known as the town, good-for- 
nothmg, proves he does not deserve the base name, 
when he overcomes his city rival for th'e hand of 
the girl he loves, saves her life) when she is thrown 
m the rapids by the disappointed lover and is the 
irt.'ans of brmging happiness to her father and the 
entire co.mmunity. 

TP HE title is good for several exploitation 
stunts in conjunction with the outfitter of 
boys and girls clothes. For instance they can 
use a display and run copy like this : "Twelve 
to eighteen is 'The Critical Age' for girls and 
boys. It is hard to get just the clothes that 
suit them. But you will find no difficulty in 
getting the right things at our new special 
department whose salespeople have made a 
study of this age." 

Then you can get the book publishers who 
publish books of guidance to parents to get 
the booksellers to push a display of these 
together with posters announcing that here 
is a guide for parents to assist them to bring 
their children successfully through the 
"Critical Age." The displays should carry 
stills and window posters of the picture. 

There is also a bear who plays a prominent 
part, and a dog. The toy merchant could ar- 
range a very interesting display of toy dogs 
and teddy bears which he could call, "The 
Critical Age Bear" and "The Critical Age 
Dog." Kids are immediately enlisted in a 
new name and you would get some very bene- 
ficial mouth to mouth publicity. 

Likewise you could get the shoe merchant 
and the milliner to feature shoes and hats de- 
signed to suit "The Critical Age." You might 
even get some one to adopt this title as the 
trade name of their young folks apparel. 

Safe and Sound Picture 

// you ivere offered your choice 
between investing in Government 
bonds or some highly touted un- 
known stock, what would you 

Your answer is the same as 

"Tried and Proved" Pictures is 
unlike stock selling scheme, and 
implies an illustration which of- 
fers the same point. In other 
words, "Tried and Proved" Pic- 
tures are the gilt-edged stock of 
the film world. 

Send your money where it will 
do you the most good. The box- 
office record of these pictures 
warrants your consideration. 

'A Woman of No Importance' 

Oscar Wilde's Play Released by S'ehnick 

liRIEF: A young girl of social standing is bhitrayed 
by a young philanderer whom she trusts. He re- 
tuses to marry her and after the birth of her son she 
works and manages to educate him for the bar. 
He is later emplo>-ied by his father who does not 
know him but when he learns his identity offers 
to marry his mother. She refuses his offer. 

'T' HERE can be no better exploitation angle 
than the popularity of Oscar Wilde all 
over the world as a poet, playwright and nov- 
elist. His works are known and read every- 
where and any book merchant can get a fine 
return on a new campaign to push his works 
together with your showing. Especially if he 
put forward the biography of Oscar Wilde 
which is intensely interesting, will he succeed 
in whetting the appetite of the populace at 

large to see a story written by this man. 

The selection of your posters for lobby and 
window displays should reflect the tense sit- 
uations which the play includes and you 
should carefully lay emphasis on the literary 
value, also Wilde's unique philosophy of life. 
The author is noted for the unusual twist and 
the unconventionality which he allows to en- 
ter into his works. 


Effects of Opium Released by Universal 

BRIEF: Cassie Cook (Priscilla Dean) finding 
herself going to the bad in the opium trade, decides 
to quit China and stare anew. Complication set m 
which forbid her departure but a rebellion m the 
section in which she is operating, wipes out the 
gang and purges her soul. Shje marries the mine 
superintendent" who has caused her reform. 

HERE is a tricky street bally that will 
probably please the public. Construct a 
very Hght hinged three sided screen of oil- 
cloth. Have it large enough to completely 
cover the body of a man so that his head 
just sticks out above it. On the outside will 
be printed merely "Exciting? Thrilling? 
He will walk around with the screen closed 
about him and every time a crowd gathers 
he will open the screen revealing the message 
which invites the public to your theatre. 

Take advantage of the popularity of the 
Chinese game Mah Jong at this time and ar- 
range for a tie-up with the merchant selling 
sets to arrange a display using posters of 
Priscilla Dean and others playing the game, 
as the background for his product. Mah 
Jong is decidedly a fad at the present time 
and is being played by people who example 
themselves after what society is doing. Many 
of them get their ideas from pictures, which 
is your cue in this instance. 

If there is an empty store near your thea- 
tre you can get the owner to allow you to 
plant a sign like this in the window. "Thou- 
sands of people go 'Drifting' by this store 
every day. Think of what a fine spot this 
vmuld be for a drug, cigar, shoe or any other 
kind of store. And talking of fine things, 
have you seen 'Drifting' at the ?" 

If It's a Paramount Picture 

It's The Best Show In Town 

The Little Minister 

with Betty Compson. — Our Paramount pro- 
grams are advertising themselves by mouth of 
patrons who see them. Saturday business fine. 
Correct, "If it's a Paramount picture, it's the 
best show in town." — L. J. Kendall, Victory the- 
itre, Milledgieville, 111.- — Neighborhood patronage. 

The Old Homestead 

with Theodore Roberts. — A wonderful pic- 
ture. People came that had never been in niy the- 
atre before and of course I did well with it. 
Eight ii;e's. — Nettie M. Sanderson, Mystic the- 
atre, Albion, Ind. — Small town patronage. 

To Have and to Hold 

with a special cast. — Here is about the first 
costume picture that pleased and that's because 
it's got action. Koslofif's acting wonderful. It 
should please everywhere. Seven reels. — C. W. 
Langacher, New Glarus theatre, New Cilaius, 
Wis. — General patronage. 

The Crimson Challenge 

with Dorothy Dalton. — Good picture. Pleased 
all. One good western that should be played by 
all theatres who like westerns. Five reels. — Geo. 
Khattar, Khattar's theatre, Sydney, N. S. Can. 
— General patronage. 

The Sheik 

with Rodolph Valenfino. — Very good picture, 
as all Paramounts are so far. Have run one 
each week on Saturday since October 2th. Pat- 
rons asked for two shows. Since have run two 
on Saturday. — I. J. Kendall, Victory theatre, 
Milledgeville, 111. — Neighborhood patronage. 


with Wallace Reid. — This picture pleased 100 
per cent. Why say more? Book it. Seven 
reels. — C. L. Brown, Paramount theatre, Eliza- 
beth, La. — Small town patronage. 

White Oak 

with William S. Hart. — A fine western picture! 
Patrons said it was best Hart they ever saw. 
Plenty of action and enough love interest to 
pleas?. Good business. Seven reels. — -Clark Mun- 
wn. Playhouse theatre, Randleman, N. C. — Small 
town patronage. 


with Gloria Swanson.- — Marvelous. This pro- 
duction is by far the best thing glorious Gloria 
has ever done. As "Zaza" Gloria shines forth 
with real brilliance. Her work is nothing short 
of marvelous. It will be a hard, tough patron 
who will not giet his money's worth out of this 
entertainment. Interesting plot from start to finish 
and a real story. Capacity thri?e days at 10 and 
40 cents. — George Rea, Colonial theatre, Wash- 
ington, C. H., O. 

Cf>ammount Q>idures 

Page 38 

Exhibitors Trade Review 


'The Lion's Mouse' 

Melodrama Released by Hodkinson 

BRIEF: Two girls, one aiding her lover, the other 
her brother, face Qesperate danger at the hands of 
a gang of blackmailers. They finally sncceed in 
outwitting the gang, bringing about their own future 
happiness and that of the men they love. 

HERE'S a real thriller for your audience 
and you should therefore make use of 
the posters which best emphasize this phase 
of the film. Also you will find that a string 
of pearls which the gang is anxious to steal 
will permit of a good tie-up with the jeweler 
on a display of pearls with which he should 
use stills of Marguerite Marsh. 

A fashionable lawn party also plays a part 
in the picture. This scene is elaborate indeed 
and the gowns worn by the women suggest 
good tie-up material for the department stores 
and specialty shops. Pictures of the men at 
the party correctly attired for the affair, 
would be sound basis for a display of men's 
clothes as well. 

A furniture dealer, using pictures of these 
scenes, would have good advertising material 
for his porch furniture, etc. 


Nobility vs. Peasantry Released by Universal 

BRIEF: A gay Don Juan in the court of the 
Austrian Kmg falls in love with a pieasant girl 
who grinds an organ at the merry-go-round. His 
position forces him to irarry ;i countess .-,nd give 
up the girl. Then comes the war. Nobility dis- 
appears, the countess dies and th» count returns to 
marry the girl he loves. 

TN this story which reveals court life before 
the great war, scenes on the battlefield, and 
conditions after the war, there are numerous 
exploitation possibilities. In the first place 
replica merry-go-rounds, rigged up on the 
marque or in the lobby of your theatre, are 
most effective in attracting the eye and defi- 
nitely planting the name of the feature. 
These can be more or less expensive to suit 
your purse, and can be easily rigged up. 

There is a big heart throb in the part of 
the young hunchback who loves the heroine 
but finally gives her up so she may marry 
the man she loves. It may be that you can 

get a man thus deformed, if not it is a simple 
matter to make him appear that he is. Dress 
him as the character in the story is dressed 
and have him go through the streets wearing 
a sign : "There is no place in this world for 
cripples. See what my lot has been tonight 

at the Theatre." 

You have surely seen these little merry- 
go-rounds which come through the streets and 
show the kids a good time for a cent a ride. 
This would be great for you if you could 
manage to get one. Offer the owner a suit- 
able sum to go out with the wagon bear- 
ing large signs of your showing, and ride all 
the children absolutely free of charge. This 
is sure to be a bi,g hit, you'll find. 

'The Midnight Patrol' 

opium Den Tale Released by Selznick 

BRIEF: Terrace Shannon, a newly appointed police 
sergeant, in love with a girl who runs a mission for 
down and out girls, is sent to wipe out the traitic 
in and plans a big clean-up on a secret 
smuggling plan. The guilty persons hear that he 
has planned the raid and they steal Patsy and hold 
her for ransom. They ,'ire finally foiled and Patsy 
is restored to her lover. 

THIS story of the drug traffic, laid in 
Chinatown affords various angles of ex- 
ploitation. You might find that it will at- 
tract attention to dress all your theatre at- 
tendants including the ticket seller in Chin- 
ese attire to attact attention and get over 
the spirit of the story. 

See if you cannot enlist the newspapers to 
run a story on the existence of the drug evil 
and the story is one depicting the heroism of 
scoundrels who traffic in it. Then tie-up your 
advertising with this by mentioning that the 
picture contains propaganda against the evil 
and the story is on depicting the heroism of 
the police to rid the country of this menace. 

You might also have made some Chinese 
hats made of paper and on them have printed 
the name of the picture and the date of show- 
ing at your theatre. Distribute them to the 
patrons at the box-office or perhaps you may 
be able to get the Chinese laundryman or the 
Chinese restaurant to co-operate in this re- 
spect and bear part of the expense for the 
privilege of also having an ad on the hats. 

'Poor Men's Wives' 

Domestic Drama Released by Schulberg 

BRIEF: A pretty but poor girl marries a tajti 
driver who loves her while her friend who is the 
gay butterfly type is being kept by a millionaire 
and leads a free life. Twins are the lot of the 
taxi driver and his wife and they are struggling 
along when the friend gives the wife a taste ot 
luxury. This starts her on a wild flirtatious ram- 
page which almost ends tragically but her husband 
finally takes her back and she reforms. 

JUST after your run of "Rich Men's 
Wives" your cue would be to book "Poor 
Men's Wives." This would immediately sug- 
gest a campaign with the merchants along 
directly opposite lines. For instance instead 
of using an expensive automobile for a street 
bally you could get someone who deals in 
cheap cars to run a car through town having 
in it a young man, woman and two small 
children (supposedly the twins who play a 
part in the picture) and on the car would ap- 
pear this sign : " 'Poor Men's Wives' can't 
afford elaborate automobiles but they can 
get as much pleasure out of one like this." 

The hero of the picture is a taxi driver. 
On this score it may be possible to get all 
the taxi drivers in town to carry ads on their 
cars for your showing. 

A discussion started by yourself as to 
whether "Poor Men's Wives" are happier 
than the wives of the rich, will probably find 
a ready audience with a large percentage of 
the population. You might be able to get 
the newspapers to go in with you on this 
and run a series of feature stories by sub- 
scribers who will tell their true experiences 
allowing certain judges to decide which story 
reflects the truest happiness and awarding the 
writer suitably. 

Hardware stores and furniture stores may 
be hooked up for displays which lay stress on 
the efficiency of the things displayed iu mak- 
ing life easier for "Poor Men's Wives." 

'Rags to Riches' 

Rise of Youth Released by Wat-ner 

BRIEF": A millionaire's son is a "regular feller" 
and longs to do the things poor boys enjoy. A burg- 
lar enters his house and he follows him in the hope 
of adventure. His parents think hirr kidnapped and 
a search is started. He is found dirty but happy 
out on a farm. 

ANOTHER Wesley Barry winner. You 
can't get away from it, the kid has box- 
office pulling power and in "Rags to Riches" 
he's hot stuff. He's undeniably young but 
he knows how to make the old folks sniffle 
and the young folks laugh. That's the secret 
of the success of his pictures. 

How are you going to put him over ? Con- 
sider these suggestions. There's the old stunt 
that has proven so often successful in getting 
the kids. This is it: Announce a special 
matinee at which there will be granted free 
admission to all boys under sixteen who can 
boast of a fine collection of freckles. This 
scheme is no end of amusement to everyone 
and you will be surprised at how many peo- 
ple will come to look over the free ticket 

Another means of getting publicity with 
a small expenditure of cash is to hire ten 
or twelve boys about thirteen or fourteen and 
get them dressed up in the raggiest possible 
clothes. They will walk through the streets 
wearing signs which read: '"We may look 
down and out but we're on our way to better 
things. See 'Rags to Riches' with Wesley 
Barry showing now at the ." 

You could get a restaurant on this idea. In 
the window let him arrange several appetizing 
dishes, with a sign reading, "The man in 
rags may have the appetite but not the means, 
the man with riches can afford the food but 
has not the appetite. We can satisfy both 
your purse and your appetite, so that you will 
be in a fine frame of mind to enjoy Wesley 
Barry in 'Rags to Riches.' " 



TIT o. with Virginia Valli and 
i tie OtOrm House Peters 
•ID .L- „ Universal Jewel 
Buy this. Get behind H."~Pastime Theatre 
Kansas, III. ' 
"Box office attraction."-^p/c^r Theatre Ak- 
ron, 0. 

"Big crowds. Simply great."— Maiestic The- 
atre, Oakland, Neb. 

Directed by Reginald Barker 

T^l T?T M. with an all star cast 
i tie V lirt Universal Jewel 
"Capacity business. Get it if you have to steal 

it." — Brooklyn Theatre, Detroit, Mich. 
"A money maker. Best picture of the year." — 

Electric Theatre, Atwood, Kans. 
"Grab this. It will makf you money." — Paul- 

ick Theatre, Muscoda, Wise. 

A Hobart Henley Production 

Foolish Wives 

"Tremendous business."— Jane* Theatre, Chi- 
cago, III. 

"Very big business."— Loeivs Theatre, Chicago, 

"Had a record crowd."— Broadii/ay Theatre 
tisco, Tex. ' 
Universal Super Jewel 

Universal Jewel 
'fl' '^1 TT with an all 

/ riHins ivitfi Honor star cast 

"Good audience picture to big business." — 

Strand Theatre, Altoona, Pa. 
"Week's excellent business." — Rivoli Theatre, 

St. Louis, Mo. 
"Went over big here." — Rex Theatre, Wahoo, 


Directed by Harry Pollard 

__ . , -r. Starring 

The Abysmal BrMteREciNALD 

"Drawing card. Don't pass it up." — Majestic 
Theatre, Eureka, Mont. 

"100 percent. A real knockout." — Maxine The- 
atre, Imlay, Mich. 

"A real special. A knockout." — Rex Theatre, 
Colby, Wise. 

A Hobart Henley Production 

The Shock s*-""^ lon chaney 

"Oh, boy! Grab this quick." — Noble Theatre 

Marshfteld, Oreg. 
"A 100 percent picture." — St. Dennis Theatre, 

Sapulpa, Okla. 
"A riot 1 Exhibitors can clean up." — Merrill 

Theatre, Milwaukee, Wise. 

Universal Jewel 

Hunting Big Game in Africa 

"Biggest business in history of house." — Orpheum Theatre, Red Bluff, Cal. 
"Unbeatable. Got the crowd and the cash." — Lyric Theatre, Bainbridge, N. Y. 
"Record-breaking business."— i4udi<orium Theatre, Newark, 0. 

Advertised in the Saturday Evening Post 


December 8, 1923 

Page 39 


'The Man from Glengarry' 

Canadian Wilds Tale Released by Hodkinson 

BRIEF: Picture version of Ralph Conner's story 
ot tlie nvermiens feud depicting the struggles and 
achievements of the timbarmen of the Canadian wilds 
An outdoor story built on thrills. 

nn HIS being- a woodman's tale and one deal- 
ing entirely with the wild and uncouth, 
your exploitation should suggest this as 
strongly as possible. Tie-up with the sport- 
ing goods store on almost any sport apparel 
and accessories which he is anxious to dis- 
play and furnish him with fitting posters. 
_ The posters are also good to use in con- 
junction with a display of men's sport 
clothes, shoe stores, etc. 

You might work a mail campaign satisfac- 
torily in this manner. Get the names of the 
members of the country club and in a letter 
to them state that you have met one of the 
foremost sportsmen of the age and you are 
anxious to have him meet the club members 
Consequently on (name the date) you have 
arranged to have them meet "The Man from 
Glengarry" at the Theatre 

Don't lose sight of the fact that Ralph 
Lonner s book has had a tremendous sale and 
caji help you again if you arrange a hook-up 
with the book stores and get them to push 
the book m conjunction with your showing 
You might find it profitable to grant pur- 
chasers of the book cut rate admission to the 
picture. Dope it out for yourself. 


A Gambler's Tale Released by Select 

A 1°""^ '"^n -1 contract with a 

prominent club man for whom he work= While 
trying to save a child who is beins abused he h 

hX'bv'an *° '?°"'^ ^ w'^o is i eing 

hew by an old pawnbroker as his daughter She 

AN effective papier mache hanger for use 
on the marque has been prepared and can 
be secured by you. This hanger is a rep- 
lica of the accepted symbol of the pawn- 
brokers shop and its use on your theatre 
is sure to create talk and arrest attention. 
. Another idea which will attract attention 
IS this._ Get some merchant to arrange a win- 
dow display by simply using long black vel- 
vet curtains on the sides and back of the win- 
dow, in the center is a small stand and rest- 
ing on a large black cushion is a plain gold 
5 ""^ marked "Pawned." With this 
could be a sign : "Just as this ring stands 
out m distinctiveness against the black of 

.ZrTT ,f u"^" themselves 
apart from all the rest. Visit our departments 
tUf^'l ^°"yen'ence." Together with this 
there should be a poster announcing the date 
oi showing at your theatre. 

'Marooned Hearts' 

hTv/^V by Sehnick 

succeTs is t IZ"^ .physician well on the road to 

^£ £si: r "p~'\r tfii 

Pn the professtn''' f ""^^ ''^'^^ vUot 

III iiic proiession. A storm at sea washes th^ o-,vi 

onto the island and reconciliation is Effected 

^HE name of this picture is of little use 
th.'? ^fP|,°^tation but much can be made of 
t J ^u Conway Tearle and Zena Keefe 
have the leading roles. Use plenty of stills 
Qt these two and posters showing scenes from 
the picture, in your lobby. 
Aim your publicity at the physicians of the 

ntZ.ff V^^f^'y. which concerns 

ntimately the life of a young physician and 
in this respect has propaganda value as well. 

.nJ tf '"TJl 1*.^ ^■'■''^ honie are lavish, 
II. clothes elaborate which suggests tie- 
ups with merchants in both these lines. The 
posters showing scenes in the South Sea 
Islands could be used as an effective back- 

New Exploitation For 
Older Pictures 

The creation of new pictures 
brings new ideas and stunts for 
exploiting the older ones. 

The principles of these stunts 
can very easily be adapted to sell 
"Tried and Proved" Pictures. 

Our Exploitation Department 
contains columns of successful 
methods, plans and schemes used 
in stimulating public interest in 
connection with all releases. 

ground for stores selling ukeleles and 
Hawaiian guitars. 

li you are searching after the unusual you 
might arrange your lobby display with an 
eye to making it appear as the hut of an in- 
habitant of the South Seas. This could be 
done easily and cheaply with compo board 
and the services of a clever carpenter. 

'The Shock' 

Underworld Story Released by Universal 

BRIEF: A beautiful girl falls into the hands of a 
gang of rascals. A poor cripple who loves her (Lon 
Chancy) goes to her rescue. He is unmatched in 
strength but she has taught him to pray and i-i 
answer to his prayers conies the San Francisco earth- 
quake which kills the thieves but spares these two. 

V OUR exploitation should depend on the 
^ name of the picture largely. This idea 
will attract attention and is readily recog- 
nizable. Get a few wooden barrels and have 
them wired electrically with some cheap bat- 
teries, so that they will give out a continued 
buzzing. On them have signs reading: 
"Touch this barrel and get a shock. See 

'The Shock' playing now at the " 

A good tie-up can be affected with the 
automobile accessories store on a display of 

shock absorbers. Any merchant will see the 
value of this idea. 

See if you can't get hold of some pictures 
of the California earthquake and use them in 
a lobby display. These will have the effect 
of re-arousing an interest in the catastrophe 
which is still clear in the minds of so many 
and they will want to have their memories 
refreshed. Don't fail to stress the earth- 
quake episodes in conjunction with this phase 
of exploitation. 

The earthquake theme also suggests a 
charitable performance for the benefit of the 
Japanese who recently suffered in an earth- 
quake. Pictures of this recent disaster could 
be issued as a forerunner for the feature. 

'The Kingdom Within' 

A Miracle Cure Released by Hodkinson 

BRIEF: A young girl, trampled by village gos- 
sip, is befriended and loved by a young cripple 
whose father hates him because of his deformity, 
and nas disowned hirr because of his love for the 
girl. In a fight to save the girl from her attackers 
a miracle restores the power to the crippled arm and 
he saves her. He also wins his father's forgiveness 
and love and is happy. 

'T' HE story is laid in the vicinity of a 
^ lumber camp and concerns the doings of 
the timbermen. This theme provides the 
basis for merchant tie-ups on camping out- 
fit and equipment. Another merchant tie-up 
that suggests itself is one with the furniture 
dealer or department store selling furniture. 
They might have one entire room completely 
furnished as a window display and label it 
with a sign reading : "Make us responsible 
for 'The Kingdom Within.' We will furnish 
the interior of your home, just as you want 
it, without any extra charge." 

The title "The Kingdom Within" suggests 
the human soul. Perhaps you can get the 
minister to base his sermon on "The King- 
dom Within" incorporating the ideas that 
conscience is dominating force in man's life 
and to be happy one must be charitable. In 
your ads give space to the fact that the ser- 
mon was prompted by the theme of your pic- 






J. PARKER READ, JR. production 

It has emphatically demonstrated its 
business getting possibilities. 

Your Print Is Waiting For You. 

Page 40 

Exhibitors Trade Review 


'The Poor Simp' 

Love Entanglements Released by Selznick 

BRIEF: A bashful young man loves a girl but 
can't get the courage to propose. During one of his 
attempts another suitor arrives and he makes a 
hurried exit. He strays to a cabaret where he is 
hurt while defending a girl he has met then;. She 
takes him home and is there when the girl he loves 
arrives. She leav^es in a huff. He wants to die. 
The doctor's schemes pull him out and lie finally 
wins the girl he loves. 

A GOOD comedy always wins. Get the idea 
across to the folks that there is a good 
comedy in store for them and they will fol- 
low right along. In your ads elaborate on 
the humorous situations. A fitting street 
bally could be arranged by dressing a fel- 
low in a suit the trousers and sleeves of 
which are too short, and a hat which is too 
small. This will make him at once appear 
ludicrous. Then have him wear a sign read- 
ing : "I'm a 'Poor Simp' ! I haven't bought 

my tickets for the Theatre and now 

I can't get in." This is sure to get the crowd 
in humor for the picture. 

The hero carries a large bunch of orchids 
to his love. Give some posters of this picture 
to the florist and arrange to have him get 
up a special display. This sign would fit 
in nicely here : "Don't be like this 'Poor 
Simp' and pay more when you can come here 
and pay less." 

The animal store in your vicinity can be 
hooked-up in this instance. The hero of the 
story takes a little dog to his sweetheart. 
In his window the dog fancier should have 
a sign: "The last word in gifts — take a little 
pup to your sweetheart." 

'The Mark of the Beast' 

Psychoanalysis S'tory Released by Hodkinson 

BRIEF: A young girl in love with a physiciin, sud- 
denly leaves hirr and marries a brute to whom she 
is irresistably attracted. The doctor tracks them 
and after frightful advenutres during which the hus- 
band is killed, he makes the girl realize what she 
has done and regains her love. 

nn O exploit this picture you might have 
printed paper stickers in the shape of 
lizards or spiders and distribute them widely 
among the children who will delight in past- 
ing them everywhere. On these there should 
be printed "The Mark of the Beast." If the 
kids get them you may be sure there will 
be scarcely a home in the vicinity that will 
not know the "Mark of the Beast." Your 
advertising copy should follow right on after 
this and announce that it is a picture which 
you will she vv at your theatre on certain 

Since the theme of the story concerns psy- 
choanalysis, you could profitably arrange with 
the book store for a display of books on this 
subject and in the window you should have a 
sign reading: "Psychoanalysis is holding the 
attention of everyone of intelligence today. 
You should certainly know something about 
it. Get one of these books and read up on 
the science and see "Ihe Mirk of the Beast' 

now playing at the Theatre and see 

the actual effect of the science in everyday 


'The Acquittal 

Mystery Play Released by Universal 

BRIEF: Kenneth Winthrop is on trial for the mur- 
der of his foster father. His young wif'e succeeds 
in getting the evidence which is responsible for his 
acquittal. Later she discovers that he has dedsived 
her. He confesses, then commits suicide. She finally 
finds happiness with Winthrop's foster brother who 
has always loved her. 

A FINE teaser herald has been prepared 
for the exploitation of this picture. It 
is in the form of a legal injunction and sum- 
mons the recipient to appear at the court of 

entertainment at the Theatre. 

These can be secured from the Universal 
exchanges and we would recommend their use 
as a clever means of arousing interest. 

If there happens at the time of your show- 
ing, to be a murder trial going on in your 
vicinity, you can make use of a mail cam- 
paign soliciting the opinion as to whether 
the reader is or is not in favor of "Acquit- 

The evidence which finally decides the case 
is a butcher's scale which has been mistaken 
for a clock. This permits of tie-ups with 
the local jewelers and the retailer of scales 
if there happens to be one in your locality. 

If you can get special permission to do it, 
an effective stunt would be to dress the 
ticket seller in the official black judge's robe 
and have him wear a white wig. Stand two 
men attired in policemen's outfit in the front 
of the lobby. You might also get your ushers 
up the same way. This will accentuate the 
theme of the play and at the same time will 
set people wondering at the appearance of 
police at your theatre. 

'The Church Around 
the Corner' 

Minister's Life Released by Warner 

BRIEF: A young minister anxious for reform ac- 
cepts the pulpit of a wealthy congregation in the 
hope of reforming the members. He leaves in dis- 
gust when he learns he is worshipped as a mati- 
nee idol. He returns to his people, the miners, on 
the eve of a stike, succeeds in subduing them, and 
saves the life of the owner whose daughter he loves. 

"VrOU should be able to secure the backing 
-•- of the church and church organizations 
in pushing this picture since the text con- 
tains strong propaganda on the merits of the 
ministry and the church. Perhaps you can 
enter some agreement by which these organ- 
izations will get a percentage of the box- 
office receipts if they help sell tickets. 

The gowns worn by Claire Windsor in this 
picture should make it possible to get the 
women's shops to tie-up with you on dis- 

The teaser ad campaign could be used ef- 
fectively here by merely saying on your 
posters and billboards : "Come to 'The Little 
Church Around the Corner.' " These should 
appear a week or more before the showing. 
Then when the picture comes to town you 
should give wide publicity to the dates of 

'Second Fiddle' 

Story of Tivo Rivals Released by Hodkinson 

BRIEF: Two brothers love the same girl. One 
is the family favorite who, returning from college, 
is fussed over by the entire family and village aiid 
even takes the girl from his brother. On the tests 
that ensue the brother proves himself the better man 
and wins the girl. 

XT ERE is another Glenn Hunter success 
which has proved its box-office value. 
This screen favorite has the faculty of ap- 
pearing so pathetic that he immediately wins 
the love of every audience. Therefore your 
cue is to play him up as big as possible. 
Use plenty of lobby posters and distribute 
window posters wherever it is possible. Use 
all the force you can in your ads to make his 
name prominent. 

Sell the dancing school on the strength of 
the title in an instance like this : "Have you 
ever gone to a dance and been the wall 
flower while your rival who knew the latest 
steps took your girl away? This wouldn't 
happen if you let us teach you the latest 

steps. Go to the Theatre and see 

what happened to the fellow who played 'Sec- 
ond Fiddle,' then come here and let us sign 
you up for a course of lessons." 

The older brother in the play wins out 
because he is better dressed than Jim. This 
suggests the use of the catch line, "Clothes 
do make the man. See 'Second Fiddle' at 

the Theatre. We have the latest 

in men's clothes for the man who would be 
perfectly groomed. And our prices are rea- 


Attendance Records Broken in 
Every Section of the Country 


From the Celebrated Novel 


Charles G. Norris 


Monte Blue 


Marie Prevost 

Supported by Harry Myers, Irene 
Rich, Frank Keenan, Miss Du- 
pont, Pat O'Malley, Helen Fer- | 
guson and others. 


Harry Rapf Production 

Directed by 

Sidney A. Franklin 


' Classics of the Screen*^ 



December 8, 1923 

Page 41 

Production Chart and Press Opinions 

In This Department Is Delivered to You in Condensed Form the Data on All Current and Coming Productions. 
Features Available for Booking Are Arranged by Months. Future Releases Are Listed IVith Distributors' 
Names. In the Outer Columns Are the Highlight Opinions of the Press on Current Features. 

'Fighting Blade' Ranks 
As Costume Super 

Barthelmess Fine But Some 

Criticise Story 

fj ERE is a costume play that 
"embodies all the objections" 
which have been made to this kind 
of entertainment, we read in the 
St. Louis Dispatch about "The 
Fighting Blade" while the Demo- 
crat believes that : 

It deserves the rank of superproduc- 
tion, and is the most pretentious of the 
Barthelmess vehicles. It runs the ga- 
mut of huge settings and gorgeous cos- 
tumes. It is a romantic picture, speed- 
ed upi by Barthelmess' work with his 

Into the "hackneyed theme" of 
the heroine held in the castle 
against her will has been injected 
the "sword fighting" from the 
"Prisoner of Zenda," the "torture 
scene" from the "Count of Monte 
Christo" and the "castle-storming" 
event of "Robin Hood," in the 
opinion of Wieda, writing for the 
Cleveland Press, who continues : 

The author has been careful to provide 
parts that everyone will like, for the 
play also includes drunken court orgies, 
violent deaths, and passionate love 

Barthelmess introduces a "new 
kind" of medieval hero, we are 
told by the Cleveland Plain Dealer. 
All we have had have been the 
"swashbuckling, laughing, invinci- 
ble fellows." In conclusion we read : 

Like all costume dramas, it is too 
long, much longer than it has a right to 
be. Like all of them it is interesting, 
and entertaining to a certain degree I 
found it pretty draggy quite often. 

The entire picture is "well cast" 
and the production is "extremely 
well mounted," being rich in the 
"atmosphere of the middle Seven- 
teenth century," and opulent in its 
costuming, according to the De- 
troit News, which also thinks it : 

Something that Mr. Barthelmess' loyal 
following will want to see, because it 
is a coherent, well-knit scenario that tells 
a graphic story of England in the Seven- 
teenth century. 

Its most "pleasing element lies 
in the photography," believes the 
New York Review. The story is 
told in a "jerky manner," far from 
smooth." The Review concludes 
by saying : 

We hope his next picture will be more 
worthy of its star. The title is the 
most colorful part of it — Better luck 
next time. 

"Not nearly so pretentious" as 
some of its rival costume plays in 
the opinion of the New York 
Herald, yet it is able to "stand 
up and hold its own." It possesses 
a "sound, coherent and thoroughly 
thrilling story," and in this respect 
has a "marked advantage" over 
most of its spectacular competi- 



Feature Star Director Distributor Length 

Railroaded H. Rawhnson ...Mortimer ....Universal ...5,000 

Sawdust Gladys Walton . .C onway Universal . . .4,940 

Sun Dog Trails Special Cast King '^rrow. S. R. 4,586 

Suzanna Vlabel Normand . . F. R. Jones ..United Art'ts 5,966 

Trifling With Honor Special Cast Pollard Universal ...7,785 

Western Blood P. Morrison Not credited. . Sanf'd S. R. 5,000 


Feature Star 

Brass Bottle Special Cast 

Children of Dust Special Cast 

Children of Jazz Special Cast 

Desert Driven Harry Carey 

Flying Dutchman Special Cast 

Forbidden Range Neal Hart , 

Gentlemen O'Leisure ....Jack Holt , 

Homeward Bound i hos." Meighan .. 

Itching Palms Special Cast 

Law of Lawless D. Dalton , 

Love Piker Anita Stewart . . , 

Man Between Special Cast .... 

McGuire of Mounted . . . Wm. Desmond . 

Penrod and Sam Special Cast 

Rapids Harry Morey 

Self Made Wife Special Cast 

Shock, The Lon Chaney .... 

Shootin' for Love Hoot Gibson ... 

Skid Proof Charles Jones . . . . 

Stormy Seas McGowan-Holmes 

Trilby ... Special Cast 

Victor H. Rawlinson .... 

Tourneur . . . 
Borzage . . . . 
J. Storm . . . 
Val Paul . . . 
Carleton . . . 
Not Credited 
Henaberry . . 
Ralph Ince . 
Home . 
Fleming . . . . 


Finis Fox . . 
O. Appel . . . 
W. Beaudine 
Hartford . . . 



Sedgwick . . . 
S. Dunlap . . 
McGowan . . 


Laemmle . . . 

Distributor Length 
.First Natl .6,000 
, First Nat'l . 
. Paramount . 
. F. B. O. . 
. F. B. O. . 
. Steiner, S. . 
.Paramount . 
. Paramount . 

F. B. O. . 
.Paramount . 
. Gold-Cos. . 
.Asso. Exhib 
. Universal . . 
.First Nat'l . 
.Hodkinson . 
, Universal 
. Universal 
. Universal . . 

,Fox 6,000 

. Asso. Exhib. 5,000 
.First Nat'l . .7,302 
. Universal . . .4,888 



Feature Star Director Distributor Length 

Alias Night Wind Wm. Russell J. France ...Fox 5,000 

Broken Wing Special Cast Forman Preferred ...6,126 

Circus Days Jackie Coogan . . Cline First Nat'l ..5,163 

. Selznick . . .7,527 
.Asso. Exhib. 5,640 
.First Nat'l . .6,859 
. First Nat'l . 
Asso. Exhib 


Common Law Grifiith-Tearle . . . Archinbaud 

Destroying Angel Leah Baird Not credited 

Dulcy Con. Talmadge ...Franklin .. 

Fighting Blade R. Barthelmess .. Robertson . 

Harbor Lights T. Moore-Elson ..Not credited 

Hollywood All star cast Cruze Paramount 

Human Wreckage Mrs. W. Reid ...J. Wray . . . . F. B. O. 

Huntress Colleen Moore ... Reynolds ....First Nat'l 

If Winter Comes Special Cast Millarde Fox 11,250 

Legally Dead Milton Sills Parke Universal ...5,000 

Little Old New York ..Marion Davies . . . Olcott Gold. -Cos. .10336 

Love Brand Roy Stewart .... Paton Universal ...5,000 

Loyal Lives Special Cast ... Chas. Giblyn . Vitagraph ..6,000 

Man Who Won, The ...Dustin Farnum ..Not credited. . Fox 5,000 

Miracle Baby, The Harry Carey 

Out of Luck Hoot Gibson 

Purple Highway, he .... Kennedy-Blue 

Saloray Jane Logan-Flynn 

Scarlet Lily, The K. McDonald 

Second Hand Love .....Chas. Jones Not credited. . Fox 5.000 

Shadows of North Wm. Desmond ...Not credited. . Universal ...5,000 

Soft Boiled Tom Mix Blystone Fox 7,054 

Spoilers, The Special Cast Hillyer Goldwyn ....8,928 

Tea With a Kick Special Cast Vic Halpern . Asso. Exhib. 5,000 

Three Wise Fools Special Cast Vidor Goldwyn ....6,946 

ripped Off Soecial Cast Not Credited .Playgoers ...5,000 

Yesterday's Wife Rich-Percy-Dayton LeSaint C. B. C. ...5,800 

, Not credited. . F. B. O. . 
. Sedgwick .... Universal . . 

. Kolker Paramount . 

. Melford Paramount 

Shertzinger ..First Nat'l 



Director Distributor Length 
Frank BorzageFirst Nat'l ..5,174 

.C. B. C. 

. Universal . 
, . Paramount 
, . Principal 


Feature Star 

Age of Desire Select Cast 

Barefoot Boy All Star Kirkland 

Blinky Hoot Gibson .... Not credited 

Bluebeard's Eighth Wife. Gloria Swanson .. S. Wood .. 

Bright Lights of Br'dway. All Star Campbell .. 

Broadway Gold E. Hammerstein , Dillon .... 

Call of the Wild, The.. Buck Fred Jackson . Pathe 8,000 

Chapter in Her Life, A .AH Star Lois Wilson .Universal ...6,330 

Cheat, The Negri-Holt Fitzraaurice ..Paramount 

Clean Up, The H. Rawlinson . . . Parke Universal . 

Covered Wagon, The . . Special Cast Jas. Cruze . . . Paramount 

Daytime Wives Derelys Perdue ..Not credited. . F. B. O. . 

Enemies of Women L. Barrymore .... Crosland ....Goldwyn . 

Eternal Three, The Special Cast M. Neilan ...joldwyn . 

Exiles, The Doug MacLean ..Not credited. . Goldwyn .. 

Fair Cheat, The All Star King F. B. O. . 

French Doll, The Mae Murray R. Z. Leonard .Metro 7,000 

Going Up Ingraham ....Asso. Exhib. 6.053 

Gold Diggers, The Hope Hampton .. Beaumont ...Warners ....7,500 

Gold Madness Guy B. Post Thornby Principal ...6,000 

Green Goddess, The .... Special Cast Sidney Olcott. Goldwyn ....9,100 

Gun Fighter, The WiUiam Farnum .Not credited. . Fox 5,000 

Haldane of the Sec. Serv.Houdini Houdini F. B. O. ...5,000 

Hell's Hole Chas. Jones Not credited 

Her Reputation Special Cast J. Wray . . 

Hunchback of Notre DameLon Chaney W. Worsley 

.Iruart 6,814 


Fox 5,000 

First Nat'l . .6,566 
Universal . . 12,000 

Lawful Larceny Gray-Naldi-Nagle. , Allan Dwan ..Paramount .5,503 

'Great' Say All Critics 
of 'Three Ages' 

Hardly a Dissenting Voice on 

New Keaton Farce 

^ have provided some "funnier 
screen comedies," but he never 
provided one with more "delight- 
ful originality" than "Three Ages," 
according to the Portland Ore- 
gonian, which continues : 

With the stoicism somewhat akin to 
that displayed by the ancient cigar store 
Indian, Keaton walks, crawls, and runs 
through hundreds of feet of riotous 
film fun in this picture, and keeps the 
audience in an uproar. 

The story is replete with "laughs 
and thrills," says the Newark 
(N. J.) Ledger, and the Star: 

Springs with agility from side splitting 
exposition of life as it was in the cave 
man era to the brilliant reign of Rome. 
From Rome he carries us forward to 
our own age, where he enjoys himself 
in a keen satire of the modern world, 
never losing sight, however, of the 
humorous, the pathetic, the uproarious 
touches with which modern life is filled. 

The play is a "slapstick com- 
edy," and it is "doubtful" whether 
or not it could have been "put 
over" for sbc reels had it not been 
for the "constant alteration" of 
the periodic scenes in action, we 
learn from the Newark (N. J.) 
News, yet : 

It holds the interest of the audience, 
and provides an hour of amusement. 
Marked by many laughable gags and de- 
vices, such as the nondescript quartet of 
four-legged beasts, and the flivver which 
falls to pieces, it is good entertainment. 

"Big settings," a good support- 
ing cast, and Buster's "own seri- 
ousness" make it a six-reel 
"scream," avers the Newark Eagle, 
which continues : 

The Roman sets are particularly im- 
pressive. The stone age doesn't call for 
much else than rocks for the background. 
As for the fun, it is incessant. 

The picture possesses the ele- 
ments of "farce and action" which 
helped to make Keaton popular, 
we are told by the Indianapolis 
News, which goes on to say : 

Much money has been spent to make 
the scenes beautiful and inspiring. The 
producers have spent time and energy, 
besides being liberal financially to make 
the photoplay worth while, and they have 

Buster is "immensely funny" 
says the Indianapolis Star in this 
comedy for reincarnation, in 
which : 

He has a lot of trouble with a volum- 
inous toga, deftly manicures the nails of 
a ferocious lion, and wins a race in a 
dog-driven chariot by dangling a cat in 
front of the hounds' noses. 

An "ordinary romance" replete 
with "funny situations," is the 
opinion of the Pittsburgh Press, 
while the Sun calls the humor 
"droll," and believes it "assured 

of success." 

Page 42 

Exhibitors Trade Review 

'Merry Go Round' Wins 
By Atmosphere 

Universal Special Gets Plenty 
of Press Applause 

\ LL motion picture promises are 
"not lived up to," we are told 
by the Birmingham News, but the 
"Merry-Go-Round" is so "won- 
derful" as to compensate for the 
shortcoming of the others. They 
describe it as : 

One of the most compelling dramas 
to reach the screen, in many years. An 
epic of this period when all the world 
is changing. And it is an epic that 
clutches the heart strings. 

Romance "sweet and bitter 
sweet" is the keynote, in the opin- 
ion of the Los Angeles Examiner. 
Whereas the Indianapolis News 
agrees by calling it "romance with 
a heart throb," which is never 
tiresome. Walter D. Hickman, 
critic for the Indianapolis Times, 
says it is "not the story" which 
will command two hours of your 
attention, but it is the "gorgeous 
and marvelous manner" in which 
Rupert Julian has directed it. 
The following is an abstract of 
what this reviewer says in con- 
clusion : 

Here is a photoplay rich in back- 
grounds and continental atmosphere. 
From a production standpoint it is one 
of the wonders of the day. It opens 
up a new world for most of us and 
from a scenic standpoint is a mountain 
of a picture. 

The characters are "living, 
breathing persons," we learn from 
the Indianapolis News. The "in- 
tensely human interest" is ever 
present, and although there are a 
number of elaborate sets, old 
castles and a backgroypd of surg- 
ing figures, the story is "never 
lost," and is "enhanced by the mili- 
tary spirit" which dominates it, 
while : 

The production is sufficiently colored 
with the pomp and ceremony of the 
Austrian court, to make it beautiful 
the central characters are never crowdl 
ed from their places for the sake of 

It has some "artificialities of 
plot," we read in the Cincinnati 
Star,^ as well as "palpable crud- 
ities" _ of directions and "ab- 
surdities" in making Huber so "un- 
believably brutal." Nevertheless: 

It is an absorbing story of Vienna 
life in which the whirlgig of time, like 
the merry-go-round brings high and 
low together. A romance containing 
an appeal that is intensely gripping. 

"It makes no difference" how 
big the cast, nor how thrilling the 
spectacle scenes, the pictures tells 
a love story which is "sweet and 
human," we learn from the Los 
Angeles Times, which continues : 

It tells of Vienna, the great pre-war 
days and the dark dismal ones which 
carne with peace. The lovers are Agnes 
a little girl who is one of the slaves 
Df the Prater, Vienna's Coney Island, and 
of Count Franz. The later naturally is 
quite unattainable for a peasant girl at 
least. Mary Philbin, prophesied as one 
of the biggest feminine possibilities of 
the film future is the girl. 

"Dramatic in the extreme," and 
fascinating screen entertainment 
that will "thrill from beginning to 
end," believes the Cincinnati Trib- 
une. While of the leading woman 
the_ Cincinnati Star says Miss 
Philbin brings to it a "fresh, sweet 
personality," and in her portrayal 
reflects "girlish winsomeness" and 
"genuine refinement." 

Current Productions (Continued) 


. Fox 

. Warner's 
. Universal 
. Vitagraph 


.First Nat'l 
. Hodkinson 
.Goldwyn . 

. . .6,000 
. . .8,000 
. .6,295 
. .10,000 
. .7,000 
. .8,000 
. .6,725 
. .7,000 
. .6,600 
. .6,841 

Feature Star Director 

Lone Star Ranger Tom Mix Not credited. 

Main Street Blue-Vidor Beaumont .. 

Marriage -Maker, The . . . Ayres-Holt Wm. deMille 

Merry Go Round Philbin-Kerry . . . R. Julian . . . 

The Midnight Alarm ...Special Cast David Smith 

Monna Vanna Lee Parry Eichberg . . . 

Mothers-In-Law York-ClifTord-Glass Gasnier 

Potash-Perbnutter Bernard-Carr Badger 

Puritan Passions Glenn Hunter .... Tuttle 

Red Lights Special Cast C. Badger .. 


Feature Star Director Distributor Length 

April Showers Harlan C. Moore Tom Sorman Preferred 6,000 

Ashes of Vengeance ...Norma Talraadge .Frank Lloyd First Nat'l 10,000 

Bad Man, The Holbrook Blinn . . Edm. Carew . First Nat'l 7,000 

Big Dan Charles Jones . . . Wra. WellmanFox 

Cameo Kirby John Gilbert Jack Ford ..Fox 7,000 

Dancer of the Nile, TheSpecial Cast Wm. P. Earle.F. B. 6,000 

Day of Faith, The Special Cast Browning Goldwyn 

Desire Snecial Cast Harry Garson Metro .... 7,000 

Does It Pay? Hope Hampton . .Charles Horan Fox 7,000 

Drifting Priscilla Dean ..Tod BrowningUniversal .. 7,000 

Eagle's Feather, The ...Special Cast Edw. Sloman .Metro 7,000 

Eternal Struggle, The . . Special Cast . . 

'Exiles. The John Gilbert . . 

^oolish Parents Special Cast . . 

Governor's Lady, The . . Special Cast . . 

Grail, The Dustin Famum 

"^e'd to Answer Special Cast . . 

In the Palace of King . . Special^ Cast 



. Reg. Barker . Metro . . 
. .E. Mortimer .Fox .... 
..Frank Crane Asso. Ex. 

. .Harry Millard Fox 

. .Campbell Fox 5,000 

..Harold Shaw Metro 6,000 

. .Emmett Flynn Goldwyn . . . 9,000 

Lights Out . ; T...R"uth Stonehouse.FanpeU F. B. O. .. 6,000 

'one Fighter, The J. B. 'Warner ...Not Credited Sunset .... 5,000 

' ntiCT Live the King ...Jackie Coogan . . .'ichertizenger Metro 

Marriage Maker All Star 'Wm De MilleParamount . . 6,295 

Meanest Man in World .Special Cast Eddie Kline . First Nat'l .5,000 

Men in the Raw Jack Hoxie Geo. Marshall. Universal .. 5,000 

Mile a Minute Romeo Hillyer 

Miracle Makers Special Cast . .. Van Dyke ...Asso. Ex. 6,000 

No Mother to Guide Her Genevieve Tobin . Horan Fox 7,000 

Pioneer Trails Special Cast .. ..David Smith .Vitagraph ..7,000 

Poniola Special Cast Donald Crist .First Nat'l .7,000 

Prince of a King. A ....Dinky Albert Austin Selznick 6,000 

Printer's Devil. The ....Wesley Barry . . . Wm. Baudine. Warner's 

Puritan Passion Special Cist ....Frank Tuttle Hodkinson . 8,000 

Ramblin' Kid. The Hoot Gibson . . . . E. Sedgewick. Universal .. 

Ruggles of Red Gap ...All Star Jas. Cruze ...Paramount . 

Shattered Faith Snecial Cast ....J. J. Ormont . Independent 

Six-Fifty, The Welsh-Adoree Nat Ross . . . Universal . . 

Slave of Desire Special Cast . . . . G. V. Baker. Goldwyn .. 

Steadfast Heart, The ...Special Cast Sheridan Hall Goldwyn .. 

Sting of the Scorpion ..Edmund Cobb ....Rich. Hatton .Arrow 5,000 

Thundergate Special Cast J. De Grasse First Nat'l .. 7,000 

Times Have Changed ...William Russell .Tames Flood -Fox 5,000 

Way of the TransgressorSpecial Cast Wm. J. Crasp .Independent 5,000 

What Love Will Do ...Kenneth McDonaldNot Credited .Sunset 

Wild Party, The Gladys Walton . . . Her. Blashe . , Universal 

Woman Proof Thcs. Meighan ..A. Green ...Paramount . 

Zaza Gloria Swanson ..Allan Dwan .Paramount 




Distributor Length 
~ ~ " .6,000 



Feature Star Director 

Blow Your Own Horn .Lewis-Perdue T. W. Home .F. B. O. 

Crooked Alley Special Cast Robert Hill . Universal . 

Dangerous Maid, The . . C. Talmadge V. Heerman .First Nat'l 

Flaming Waters Eddie Hearn Not credited. . F. B. O. 

Flaming Youth Colleen Moore ...Jack Dillon . First Nat'l 

His Children's Children .AU Star Sam Wood ..Paramount 

Hospitality Buster Keaton ...Jack Blystone Metro ... 

Human Mill. The Special Cast Alan Holubar Metro 

Jealous Husbands Special Cast M. Pourmeur. First Nat'l 

Kentucky Days Dustin Farnum ..David Solmon Fox 

Leavenworth Case Special Cast W. Bennett ..Vitagraph ...6,000 

Light That Failed All Star Melford Paramount ..7,013 

Little Old New York ..Marion Davies ..Sidney Scott .Goldwyn 

Man, Woman, Temptation Special Cast ....Not credited. .Metro 

Mavtime Special Cast Gasnier Preferred 

Million to Burn. A ...Herbert RawlinsonWilliam Parke Universal .. 5,000 

On Banks of Wabash ..Special Cast J. S. ElacktonVitagraph ..7,000 

Pleasure Mad Special Cast Reg. Barker . Metro 

Rendezvous. The Special Cast .... Mar. Neilan . Goldwyn 

Scars of Hate Jack Livingston . H. G. Moody . Independent 

Shifting Sands Special Cast 

South Sea Love Viola Dana Not credited 

Social Code. The Shirley Mason ...Oscar Atsel 


Granville Hodkinson ..6,000 

Metro 6,000 


Spanish Dancer Pola Negri Brenon Paramount ..8,434 

Stephen Steps Out D. Fairbanks, Jn.Henaberv . . . .Paarmount ..5,652 

The Leavenworth Case .All Star Cast ...Chas. Giblyn . Vitagraph ..6,000 

Thundering Dawn Kerrigan-Nilsson .Harry Garson Universal .. 7,000 

Thy Name Is Woman. . Special Cast ....Fred Niblo ..Metro 

Unseeing Kves Barrymore-Owen .E. H. Griffith . Goldwyn ...8,500 

Wanters, The Special Cast John M. Stahl First Nat'l 


Feature Star Director 

Anna Christie Blance Sweet ...Tom H. Ince 

Darling of N. Y Baby Peggy ....King Baggot. 

Ftemal City B. LaMarr Fitzmaurice . 

His Mystery Girl Herb. Rawlinson .Robt. F. Hill 

loyal Lives Special Cast ....W. Bennett . 

Man From Brodneys . . . Special Cast .... David Smith 

Man Next Door Special Cast 

Masters of Men Special Cast 

Midnight Alarm Special Cast 

Name the Man AU Star 3eastrom . . . 

t>Iinety and Nine Special Cast .... David Smith 

Pioneer Trails Special Cast ....David Smith 

Pure Grit Roy Stewart Nat Ross .. 

Quincy Adams Sawyer . .AU Star Badger .... 

Red Warning Jack Hoxie Bradley 

Rendezvous AU Star M. Neilan . 

Reno AU Star R. Hughes . 

Second Youth AU Star A. Parker .. 

The Near Lady pladys Walton .. Herb. Blache 

. . . . David Smith 
. . . . David Smith 
David Smith 

■ First Nat. 


.First Nat. 
. Uni v. 
.Vitagraph . 
.Vitagraph . 
.Vitagraph . 
.Goldwyn . . 
. Vitagraph 
, Vitagraph 
. Universal 
.Metro . . . . 

. Goldwfyn . 
. Goldwyn . 
. Goldwyn . 
. Universal . 

. .6,239 
. .7,929 
. .4,375 
. .6,000 
. .7,100 
. .7,000 
. .6,900 
. .7,100 
. .7.100 
. .6,900 
. .7,000 
, .4,571 
. .7,742 
. .4,795 
. .7,800 
. .6,600 
. .6.500 
. .4,812 

'Zaza,' Swanson's Best 
Most Believe 

Gloria's Pep Puts Over Her 
Latest Paramount 

THE screen version of "Zaea" 
"has been well done," we learn 
from the St. Louis Times. Yet 
"genuinely tense situations are 
lacking," according to the Newark 
(N. J.) Eagle, because: 

The element of suspense is not pres- 
ent. The story is absurdly simple. It 
can scarcely be called a plot. But the 
narrative is scrupulously clean. There 
is no suggestion of illicit relations. 

That other reviewers also find it 
an unusually "clean" picture is evi- 
denced by the Pittsburgh Press, 
which says : 

The original Zaza was regarded as 
more or less a wicked woman. Miss 
Swanson portrays the role rather as a 
gamin giving the part a Kiki touch. It 
is a splendid picture and surpasses any- 
thing Miss Swanson has hitherto done 
on the screen. It is a role especially 
suited to her style of acting. 

While not entirely disagreeing 
with this opinion, the Baltimore 
News speaks of Miss Swanson as : 

A kisser from Kisserville, a hugger 
from Huggerville, and a pepper from 
PepperviUe. In other words she is all 
there and therabouts. Two lovely eyes 
has she and she knows how to use them. 
Two soft lips has she, and she knows 
how to use them. Two pretty arms are 
hers, and she knows how to use them. 
She can hug with them and she can fight 
with them. How that girl can scrap. 

If there is any credit due "brutal 
originality" and "insouicant refusal 
to follow precedent," then to 
Gloria Swanson must go a great 
deal, is the opinion of the Cin- 
cinnati Tribune, which continues ; 

For the glorious Gloria broke all 
precedents established by Duse, Leslie 
Carter and Farrar. But why not? Let 
us have variety in women and song. 

It is really a very "satisfactory 
picture," in the opinion of the 
Philadelphia Record, and one in 
which "tragedy and light comedy" 
follow so swiftly on each other 
that Gloria Swanson is given 
"multiplied opportunities" to dis- 
play' her dramatic virtuosity. 
"Without doubt," concludes the 
Record : 

Those who like their picture drama 
sweetened with sentiment and some heart 
throbs combined with splendid pho- 
tography and interiors and exteriors 
pleasant to. see will enjoy the film. 

As to the direction, in the San 
Francisco Bulletin, we read: 

It is an AUan Dwan product, well jii- 
rected. well edited and staged, with 
great elaborateness in interior decora- 
tions and costumery. Gloria was never 
seen in a more fitting role, and her act- 
ing is by far the best she has ever given 
to the screen. 

In the role of a little "tempes- 
tuous Parisian hoyden," which «n 
the stage served as the "stepping 
stone" of artistic success for Mrs. 
Leslie Carter, the star is "bril- 
liant," and scores and "absolute 
triumph," according to the San 
Francisco Call and Post, which 
continues : 

The part calls for that brand of vi- 
vacious and high spirited acting with tlie 
sustained emotionalism which the lissom 
Gloria possesses to a marked degree, and 
which Director Allan Dwan has appar- 
ently permitted her to give sway accord- 
ing to her own dictates and conceptions 
of the character. 

Except for a "sugar and water 
ending," the San Francisco Jour- 
nal finds it a "satisfactory pictiffe," 
and praises H. B. Warner. 

December 8, 1923 

Page 43 

Why Change Real Name 
To Poorer Title? 

Asks Paper Reviewing Metro's 
'Strangers of Night' 

WHY a "perfectly good" title 
of a successful stage play 
should be changed to something 
"which gives no idea" of what the 
story of "Strangers of the Night" 
is about puzzles the Indianapolis 
News, although with this criticisin 
their "quarrel with the producer" 
ends, for as they say: 

In every other particular the pro- 
duction has been handled exceptionaUy 
well. The scenario is lucid and natur- 
al notwithstanding an awkward flash- 
back of the dream aboard ship, and 
the photography is a feature that should 
not be overlooked. 

All this "result," we are told by 
the same paper, has been achieved 
without a "lavish" expenditure of 
money, which is another argument 
against the "million dollar produc- 
tions," since: 

More real entertainment is found in 
this unassuming film than many of the 
big productions announced through the 
press agent's blaring pages of adjectives 
heralding the million dollar successes. 

A "mystery romance" of adven- 
ture and love told "graphically" 
against a background of "rare 
beauty," is the verdict of the 
Philadelphia Public Ledger. 

Spectators were "thrilled by the 
intense drama," and swept into 
"gales of laughter," says the 
Brooklyn (N. Y.) Standard 
Union as Matt Moore in the role 
of "Captain Applejack" fought 
through the "mystery of the treas- 
ure" hidden in his ancestral 
castle, and "swaggered" aboard 
his pirate yacht. They continue : 

Working on the brilliant story of the 
timid Britisher, who become a pirate 
and roamed the Spanish Main, the pic- 
ture has been embellished by beauti- 
ful photography, magnificent settings, 
and a superb cast. 

Of the feminine stars, this paper 
adds the praise: 

Enid Bennett's blond loveliness con- 
trasted with Barbara La Marr's dark se- 
ductiveness as these two actresses por- 
trayed the intrigue and romantic adven- 
ture of the demure English miss and 
the beautiful Russian spy. 

To Fred Niblo, the director, a 
great deal of "credit is due," be- 
lieves the Indianapolis News, al- 
though "everyone connected with 
the making of the picture de- 
serves credit for the modest and 
masterful manner in which every 
part of the work is done." Com- 
edy, melodrama and adventure "are 
so nicely blended" that the whole 
is "unusually satisfactory." 


Work has been started on the 
National Theatre, Winnipeg, Man- 
itoba, by the new lessee, H. Trill- 
er, for general improvements 
which will entail an expenditure 
of $10,000. 

The Garrick Theatre, Winni- 
peg, Manitoba, one of the new 
medium-sized houses of the Mani- 
toba Capital, is now under the 
management of D. E. Fisher, one 
of the largest stockholders of the 
Garrick company. 

A new moving picture theatre 
has been started in the St. Vital 
section of Winnipeg, Manitoba. 



Title Star Director 

The Fast Express . . . Duncan-Johnson <Nm. Duncan 

The Signal Tower . . . All Star Brown . . . 

The Turmoil All Star H. Henley .. 

Love Insurance Reg. Denny ...Eddie Cline 

Courting Calamity . . Hoot Gibson . . . Sedgwick . . . 

The Thrill Girl Laura LaPlante Robt. Hill . . 

The Riddle Rider . . . Wm. Desmond .Wm. Craft . 
Pirates and Plunder . Priscilla Dean W. Ruggles . 


Title Star Director 

Revelations Viola Dana ...Geo. Baker . 

Happiness L. Taylor King Vidor , 

The Human Mill ...All Star Holubar 

Thy Name Is WomanAU Star Fred Niblo . 

Cape Cod Folks All Star Reg. Barker 

Why Men L've HomeAU Star John Stahl . 

A Boy of Flanders ..Jackie Coogan . Schertzinger , 

. Universal 
. Universal 
. Universal 
. Universal 
. Universal 
. Universal 


9th wk. 
6th wk. 
14th wk. 
1st wk. 
5th wk. 
1st wk. 
3rd wk. 

Laurel 1st wk. 

Producer Progress 
. Metro .... 3rd wk. 
. Metro .... 3rd wk. 
.Holubar .. 10th wk. 
. Fred Niblo 9th wk. 
.Louis Mayer 14th wk. 
.Louis Mayer Editing 
. Metro . . . Preparing 


Title Star Director Producer Progress 

Secrets Norma TalmadgeF. Borzage .Joe Schenck . 3rd wk. 

The Swamp Angel ...Colleen Moore..?. Badger ....First National 7th wk. 

Torment All Star Tourneur . . . .Pourneur .... 4th wk. 

Flowing Gold All Star J. De Grasse . R. W. Tully 1st wk. 

Galloping Fish All Star Del. Andews .Tom Ince .. 6th wk. 


Title Star Director Producer Progress 

Daddies Mae Marsh . . . .Wm. Seiter ..Warner Bros. 8th wk. 

Beau Brummel John Barrymore H. Beaumont .Warner Bros. 7<-h wk 

Welcome Stranger ...A11 Star Jas. Young ..P^'asco .... 1st wk. 

How to Educate WifeAU Star Wm. Seiter .Warner .. Preparing 

Babbitt All Star H. Beaumont .Warner .. Preparing 

Lovers Lane All Star W. Beaudine .Warner .. Preparing 


Title Star Director Producer Progress 

Shadows of Paris ....Pola Negri ....Herb Brenon.Lasky Editing 

The Next Corner All Star Sam Wood ...Sam Wood .. 6th wk. 

The Stranger All Star Henabery ....Henabery ... 5th wk. 

Heritage of Desert ..'^11 Star Irvin Willat .Irvin Willat . Editing 


Title Star Director Producer Progress 

Shadow of the East .^11 Star Archinbaud ..Fox 7th wk. 

Arizona Express ....All Star Buckingham ..Fox 1st wk. 

Not a Drum Heard .Chas Jones . . . .Wellman Fox 1st wk. 

Ladies to Board ....Tom Mix J. Blystone ..Fox 1st wk. 

The Morocco Box ., .Shirley Mason .D .Solomon ..Fox 1st wk. 


Title Star Director 
Nellie the Cloak ModelAU Star E. Flynn . . 

. Goldwyn 


Star Director Producer 

Doug. FairbanksRaoul Walsh. .Fairbanks 

Thief of Bagdad 
D. Vernon of 

Haddon Hall Mary Pickford .Mar. Neilan 

. . Pickford . . 

9th wk. 

23rd wk. 

. 6th wk. 



The Girl Expert . . 
One Ghostly Night 

Poisoned Paradise 

Star Director Producer Progress 

.Harold Lloyd .Taylor Lloyd 15th wk, 

.All Star Del Lord . . . . Sennett ... 5th wk. 

.AH Star Erie Kenton Sennett ... 3rd wk. 


Star Director 
..AH Star Gasnier .... 

Producer Progress 
, Schulberg . . Preparing 



Star Director Producer Progress 

A Tale of Red Roses. All Star David Smith. David Smith 5th wk. 

Let Not Man Put Frederick- 

Asunder Tellegen J. S. BlacktonVitagraph ....Titling 

The Love Bandit ..Doris Kenyon .Del HendersonC. E. Blaney Printing 
Man from Brodney's.All Star David Smith. .Vitagraph ...Printing" 


Title Star Director 

The Deer Slayer ....Murphy Miller.. Geo. Seitz .. 
Sheriff of Tombstone . Fred Thomson.. Al. Rogell .. 
Discontented Husb'dsjas. Kirkwood . . Ed. Le Saint 

Gambling Wives ...All Star Henderson .. 

Rodeo Mixup Ed. Cobb Francis Ford 

Sage Brush Religion. Hatton-Gerber .Dick Hatton 

Some Man All Star Wm Bertram 

The Wolf Man Geo. Chesebro. .Chesebro .... 

Souvenir All Star Halperin .... 

The Ragged Robin ..Madison-Rich ..Madison .... 

Ashes of Waste Leavans Hale . .Roy Hughes . 

The Fire Patrol All Star Stromberg ... 

Producer Progress 
C. W. Patton 7th wk. 
H. J. Brown, 3rd wk. 
Waldorf .... Editing 
Ben Wilson 3rd wk. 
Dearhclt . . . Editing 
. Neva Gerber 4th wk. 
.Art Howard 3rd wk. 
.Ryan Bros. ..4th wk. 
. Halperin . . . 6th wk. 

. Sanford 1st wk. 

Hughes Locatirn 

Stromberg ....Titling 

Tf Winter Comes' Wins 
National Praise 

Fox Special Elected by Al- 
most Unanimous Vote 

THE host of readers who found 
delight in the book "If Winter 
Comes" will find the film "im- 
mensely interesting," we are told 
by the Kansas City Star, which 
goes on to say : 

The story is simply, sincerely pre- 
sented. It is packed full of homely, ev- 
ery-day incidents. There is a beautiful 
spectacular element, which, however, is 
subordinate to the drama of the story, 
as it should be. 

Photographed in England in the 
actual scenes pictured by the au- 
thor, the photoplay is a "fine, au- 
thentic achievement" which has 
commanded the profuse commen- 
dation of Mr. Hutchinson himself, 
says the Detroit Times. To wtiich 
the Free Press adds : 

The screen version is better than tlie 
original story, which is high praise. To 
miss it is to miss one of the best pic- 
tures the screen has given us this year. 

That which distinguishes the 
film is the "fine sense of honor 
exhibited," is the opinion of the 
Los Angeles Express. It is a re- 
lief from the "mushy, unhealthy, 
erring-husband, vampire" affairs. 
Some may find Mark's sacrifice 
for Effie and her baby a little 
"taxing," but : 

In all there is fine mimetic work, and 
something to think abjut sanely. These 
who cry for better pictures have a 
chance now to show whether they mean 
what they have been shouting. 

The "tawdry sentimentalism" of 
the book shows forth as "maudlin 
righteousness" in the picture ver- 
sion, according to the New York 
Review. It is "mellowest melo- 
drama," and the film version 
doubles the force of each "cheap 
element." The critic continues : 

Titles too long Tnd too frequent spill 
out such soothing reflections as: Conven- 
tions are all right — it is the cruelty of 
their ap(plication that is wrong. 

As to the cast in this same paper 
we read : 

Percy Marmot — though we see too 
much of him, and of many more — is an 
effective Mark Sabre. Ann Forrest is a 
lively though not bewitching Lady Ty- 
bar. Sidney Herbert makes a shrewd 
hypocrite. Leslie King in a smsdier 
part leers vindictively. 

The climax of the story accord- 
ing to the New York Evening 
Telegram is the court room scene. 
It tightens the heart, and appeals 
to the imagination. This pafer 
says in part : 

Interest is sustained at high tension 
when he finds Effie's note and learns 
who was the father of her child, when 
he goes to the treacherous Twyning, 
when he faints in his office, and re- 
covers in the hospital and finds Nona 
by his bed. So successful was Mill- 
arde in capturing the spirit of the orig- 
inal story that the expression was 
coined — "mightier than the book." 

Other expressions of opinion 
concerning the cast are that Percy 
Marmont in his interpretation of 
the role of Mark Sabre does one 
of the "most finished and effec- 
tive" bits of acting the screen 
has ever revealed, according to the 
Detroit Free Press. While the 
Kansas City Sun says : "Perhaps 
the fact that he is an Engli--!'"ian 
accounts for his ability to im:':-^ the 
role so vital." 

Page 44 Exhibitors Trade Review 



Science Produces Unique Projection Effect 

Biocular Innovation Throws Artistic Colorful Frame Around Picture and 
Achieves Exceptional Illusion of Third Dimension 

MUSIC, painting, sculpture, light- 
ing, color — every known artistic 
and scientific device is employed 
to create in the minds of audiences, 
impressions that will tend to make the 
actual picture more pleasing, realistic 
and permanent. 

Nothing is spared to enhance effects. 
Now comes to the motion picture a new 
feature — destined to reveal a new 
prophet in filmdoni's Hall of Fame. He 
is Thomas H. Marten, a Canadian in- 
ventor, whose new method of projec- 
tion makes possible ef¥ects hitherto un- 
known in surrounding any picture with 
appropriate atmosphere. 

Marten's projection innovation is to 
the motion picture what stage settings, 
costumes and lighting are to the legiti- 
mate drama. It weaves around the 
story of the picttn^e a harmony of col- 
or and design which must be seen to 
be fully appreciated. By simple yet 
effective means it transforms the flat, 
black and white picture into a thing of 
beautv, glowing with reflected color 
that fairly lives before the eyes. It 
calls fnt- no stage or scenic properties. 
It i"; m-^rated as the film is ooerated 
a" ' s capable of various changes. 


glOCULAR projection is the techni- 
cal name of this new invention. 
Shorn of its technical language the ex- 
planation of its working process is 

In ordinary projection the opaque 
shutter which revolves in the path of 
the projected beam intercepts half the 
light, which is not used, or in other 
words, is wasted. In Martin Projec- 
tion this unused light is picked up, led 
through another projecting apparatus, 
and used to throw on the screen. This 
supplemented projection describes 
around the picture a setting in colors, 
which is always visible. 

The effect of this frame of color 
and unique design around the picture 
has been compared by one artistic ob- 
server to the placing around some rich 
old masterpieces of painting, a setting 
sufficientlv harmonious and magnificent 
to enhance its appeal. 

A peculiar thing about this setting is 
that it does not rivet attention on the 
frame, but on the picture itself. The 
spectator is conscious of a more softly 

diffused light over the screen through 
the picture, and yet the picture looks 
more decisively etched. It is just this 
effect that ehminates almost wholly 
whatever defect motion photography 
may have in • regard to eye fatigue. 
This article does not infer that any 
such great defect exists. Nor does it 
take sides in the controversy on the 
subject among motion picture men of 
America, much of which has come to 
the attention of movie-going laymen. 
What this article does emphasize is that 
facts should be met full in the face, 
that if any such lay notion does ex- 
ist, to act on every constructive oppor- 
tunity to eradicate it, instead of play- 
ing ostrich. 

^CCORDING to eminent oculists, 
one of the most constructive fea- 
tures concerning this projection is that 
it reduces whatever eye-strain there 
may be in watching motion pictures to 
a minimum. The technical explanation 
is this : 

The elements of ordinary projection 
conductive to eve fatigue are, the flat 
.inpearance of the screen, the contrast 
of the screen and its surroundings, the 

December 8, 1923 

Pao:e 45 

T F desired, the 
projected frame 
remains even when 
the picture is over. 
This suggests the 
possibility for hav- 
ing a permanent, 
decorative proscen- 
ium and stage set- 
tings, where no 
such actual struc- 
ture exists. The 
effect will of course 
be merely illusive, 
but none the less 
distinctive on that 

intermittent illumination of the screen 
and the general dissimilarity to normal 
conditions. Marten Projection, by en- 
larging the illumination area, and by 
throwing a continuous flow of light, 
and balancing the tones, gives a view 
of the picture with more normal vision 
and less dilation of the pupil of the 
eye. Since medical men and health au- 
thorities have strongly commended it, 
a realization of how these facts may be 
exploited to the exhibitor's advantage 
is obvious. 

T'HIS improvement in motion picture 
art is by no means in its experimen- 
tal stage. It has been in use at the Capi- 
tol Theatre in New York for several 
months. Several months ago Mr. 
S. L. Rothafel, of the Capitol, printed 
announcements that the theatre's pa- 
trons would soon see an innovation in- 
troduced never duplicated before in the 
theatre world. Accordingly, at the pre- 
sentation of "The Green Goddess," he 
used the new system with the assist- 
ance of Thomas H. Marten himself. 
The effect, and the response of the de- 
lighted audience, marked an epoch in 
its practical reality. 

In "Rosita," the photoplay Mary 
Pickford produced and starred in, Bi- 
Focal Projection not only again vindi- 
cated its distinctive potentialities for 
adding beauty and illusion to the pic- 
ture, but showed its amazing versatility 
as well. In the prologue preceding the 
picture, the projection was thrown in 
an alluring frame of orange-gold 
filigree. This realized a truly artistic 
and picturesque setting, harmoniously 
attuned to the tableau on the stage. 

The nature of the machine makes it 
possible to change colors or have any 
combination of colors, or even to elimi- 
nate part of the frame, thus giving 
variety in design. Mr. Rothafel has, 
since its fii-st showing at the Capitol, 
played up as feature of his program the 
fact that he uses Marten Projection — 
not forgetting to emphasize its authen- 
tic merits concerning the relief of eye 

Mention has already been made of 
the growing tendency toward "Pres- 
entations" or the creating of suitable 
atmosphere and surrounding the pic- 
ture with it. Practically every theatre 
is using color, music, lighting, etc., to 
give to its audience a heightened ef- 
fect. For this reason the discovery 
of Marten Projection is intensely valu- 
able. Here is a definite means where- 
by any quantity of atmosphere can be 
supplied. A colored setting which is 
visible while the picture is shown in- 
stead of fading into blackness, supple- 
ments the interest in the picture itself, 
and leaves with the audience a greater 
sense of satisfaction. It makes possi- 
ble effects which would be difficult to 
duplicate in any other way, even with 
the aid of stupendous lighting and 
scenic properties, and Ufts any picture 
into the feature class. 

'THE feature of the projected frame 
m carrying out the atmosphere of 
a picture is the appropriate combina- 
tion of designs that can be used. If 
it be a scenic picture of big game hunt- 

ing the crouching figures of animals 
can be used. Again, to return to "The 
Green Goddess" as an exceptional fine 
example, the squat figure of the god- 
dess was used in the decorative scheme. 
Green was chosen as the dominant col- 
or, and the subtlety and luxury of the 
Orient was symbolized by the heavy 

Mr. Marten came naturally to a posi- 
tion of working out his device from 
both the artistic and mechanical angle, 
since he is an artist and has had con- 
siderable experience in the engraving 
field. During the war he extended his 
activities to the engineering field. 

The exceptional range of his versatil- 
ity and the dogged persistence of his 
genius were such as to render him em- 
inently competent to carry out the long 
and arduous years of experiment. It 
is true, trial and disappointment mark- 
ed his progress before his plans ma- 
terialized into the unique and practical 
instrument he now owns. But it was 
ever thus. The years of trail blazing, 
of struggle and toil, have finally 
brought this inventive Canadian to the 
promised land and there he is likely to 
remain with the plaudits of the motion 
picture world rendering a fitting tribute. 

Without exception all the critics of 
New York acknowledged that it gave 
the picture an illusion of unusual depth. 
As one aptly put it, "It makes the pic- 
ture look like stereoptican views." 

Undoubtedly, this new era in the 
artistic ' presentation of the photoplay 
will soon be shown in many other thea- 
tres throughout the country. The Col- 
onial Theatre of Richmond, Va. ; The 
Capitol of Reading, Pa. ; The Rialto of 
Allentown, Pa. ; The Capitol of Passaic, 
N. J- ; and many theatres in California 
and elsewhere are preparing" to make 
installations of Marten Projection at- 
1 .-irl-i -i^ents in the near future. 

T N "The Green Goddess," from which this scene was taken, an exceptionally fine example of the ef- 
feet of the Martin decorative scheme is realized. The squat figure of the Goddess was used as a sym- 
bol of the theme of the photoplay. Green was chosen as the dominating color, and the subtlety and 
luxury of the Orient was characterized by the heavy drapery. 

Page 46 

Exhibitors Trade Review 

Ways of Dressing Up Lobby to Attract People 

The Lobby Is the Shoiv Window of the Theatre, Says S. J. Newman, General 
Manager of the Newman Manufacturing Company 

II may seem strange but the fact re- 
mains that most lobbies were more 
attractive in the "Nickeldrome" 
days than they are now. The chap who 
owned a theatre with a frontage of 
about 50 feet made a bigger noise and 
a better display than the average owner 
makes in 1923 with much greater and 
better facilities at his command. 

The reason for this is more or less 
obvious. Many owners and managers 
now spend huge sums on 
projection machines, 
stage settings, organs and 
otlier inside equipment. 
This is right and proper 
— btlt the outside of the 
house should receive the 
greatest consideration. 
That's how a host of 
nickk show proprietors 
cleaned up and retired. In 
the very teeth of stiff 
competition, they dressed 
up their lobbies to literal- 
ly yank the crowds inside. 

nPHEY were wise in the 

ways of amusement 
seekers, and we can't 
deny that folks today are 
the very same in their 
tastes and likings as they 
were twenty or thirty years ago. So 
why strive to reach a class rather than 
the mass, or sacrifice attraction and 
exploitation value for an artistic ef- 
fect that lacks the needed punch ? 

In other words, why spend good 
money on cold, dead marble slabs for 
the walls of your lobby, and skimp on 
the photograph cabinets and card 
frames that attract passersby? 

Some wise person said, a long time 


ago, that the lobby is the "show-win- 
dow" of any theatre. And another 
person has rightly said that the lobby is 
the heart of a theatre. Too much stress 
cannot be put upon the importance of 
your front and your entrance as attrac- 
tion and advertising points of vantage. 

First impressions are formed right in 
your lobby. If it be dull and lacking 


in "class" folks will gather that your 
shows are equally dull and inferior in 
tone. If it be carelessly dressed they 
will brand you a slipshod showman, 
sight unseen. 

jgUT if the appointments are clean, 
clever and classy your patronage 
will be far better than that of the thea- 
tre where posters are plastered on mar- 
ble walls and photographs tacked in 

cheap, homely, home-made frames. 

In the final analysis frames are what 
make or mar your lobby. A handsome 
frame sets off even a poor photograph 
to advantage, and surely enhances the 
advertising value of a card or poster. 
Therefore the first step in sprucing up 
a lobby should be in the direction of 
selecting the best frames obtainable. 

There are three questions to ask 
yourself when investing in lobby 
frames : 

1. Do they harmonize 
with my lobby? 

2. Will they need fre- 
quent painting or polish- 

3. Are they positively 
weatherproof ? 

ET us assume that 
your mind is wide 
open and you are consid- 
ering metal frames. Ques- 
tion I is easily answered, 
as you can obtain brass 
frames in a dozen beauti- 
ful finishes, such as statu- 
ary bronze, verde antique 
and nickel-plate. 

Question 2 : Brass 
frame, unlike wooden 
frames, never need to be 
painted over and over again. The reg- 
ulation polished brass finish must be 
polished often, but finishes mentioned 
above need little attention and no pol- 

Question 3 is the most important. 
Brass frames are usually made with 
glass fronts, compo-board backs and 
reinforced corners that positively keep 
out the moisture. And they simply 
cannot rust, split, warp out of shape 

December 8, 1923 

Page 47 



■VVeODLAWN— Overture, "Grand Fantasie 
from Carmen," Pathe News. Topics of the 
Day. Comedy, "Join the Circus." Feature, 
"Woman Proof." 

Chicago— Overture, "Thanksgivmg Fan- 
tasy." Digest and Weekly. Comedy, (not 
mentioned). Feature, "Pleasure Mad." 

ITvoLi— Overture, "Thanksgiving Fantasa" 
Digest and Weekly, Comedy, "Uncle Sam," 
Feature, "The Acquittal." 

RiTiERA— Overture, "Musical Notions. 
Scenic and Weekly. Comedy, (not men- 
tioned). Feature, "The Acquittal." 

Roosevelt— "Little Old New York" com- 
pletes its seventh week to be followed by 
Harold Lloyd in "Why Worry." 


Strand — Overture, (not mentioned). Pathe 
News, Feature, "The Huntress." 

Capitol — Overture, (not mentioned). In- 
ternational News. Feature, "The Gold Dig- 


Walnut — Overture, (not mentioned) . 
Pathe News. Feature, "If Winter Comes." 

Criterion — Overture, "Mignon." Around 
the World with the Criterion cameraman. 
Atmospheric Prelude, "The Bells of Notre 
Dame." Feature, "The Hunchback of Notre 

LoEW's State — Overture, "Pomp and Cir- 
cumstances." Pictorial News. Spat Family 
Comedy, "Let's Build." Feature, "The Mail 

Grauman's Metropolitan — Overture, (not 
mentioned). Last Minute News. Atmospheric 
Prologue. Feature, "To the Ladies." 

Grauman's Hollywood — Overture, "Med- 
ley of Old Time Favorites." Feature, "The 
Covered Wagon." 

Grauman's Rialto — Overture, (not men- 
tioned). Pathe Weekly. Feature, Harold 
Lloyd in "Why Worry." 

Grauman's Million Dollar — Overture, 
"Espana." Pathe Weekly. Novelty Reel. 
Feature, "Rosita." 

California — Overture, "The Firefly," Fea- 
ture, "The Unknown Purple," with an all- 
star cast. 


RivoLi — Overture, "The Cycle of Life." 
Cartoons by Marcus. "Sing Them Again" 
series. "Around the World in the Spee- 
jacks." Feature, "Stephen Steps Out." 

Rialto — Overture, "First Hungarian Rhap- 
sody." Rialto Magazine. Comedy, "The 
Balloonatic." Feature, "Wild Bill Hickok." 

Capitol — Overture, "Tannhauser," "Why 
the Globe Trotter Trots," Capitol Magazine, 
Feature, "The Day of Faith." 

Rialto — Overture, "I Pagliacci," Rialto 
Magazine, Comedy, Harold Lloyd Revival, 
"I Do," Feature, "The Light That Failed." 

RivoLi — Overture, "Faust," Rivoli Pictorial, 
Out-of-the-Inkwell Cartoon, "Shadows," Fea- 
ture, "To the Ladies." 


Liberty — Blanche Sweet in "In the Palace 
of the King" all week. 

Manor — Monday and Tuesday, Pola Negri 
in "The Cheat." Wednesday and Thursday, 
"Ponjola" starring Anna Q. Nilsson. Friday, 
Gaston Glass in "Mothers-in-Law." Satur- 
day, Tom Mix in "Mile-a-Minute Romeo." 

Strand — Monday and Tuesday, "Ponjola." 
Wednesday and Thursday, Barbara La Marr 
in the "Eternal Struggle." Friday, "Women 
Men Marry" with an all-star cast. Satur- 
day, "Mothers-in-Law." 

Belmar — Monday and Tuesday, "Thunder- 
gate," starring Owen Moore. Wednesday, 
"Mothers-in-Law." Pola Negri in "The 
Cheat." On Thursday and Friday. 

Plaz.a.— Monday and Tuesday, "The Cheat." 
Wednesday, Wally Van in "The Drivin' 
Fool." Thursday and Friday, "Ponjola." 

Arcade — Monday and Tuesday, "The 
Cheat." Wednesday, "Fatal Millions," with 
an all-star cast. Friday and Saturday, "The 
Drivin' Fool." 

Rowland — "The Cheat" starring Pola 

Colonial — Lionel Barrymore in "Enemies 
of Women" — all week. 


Missouri — ^"Rienze Overture." Missouri 
News and Magazine. Sennett Comedy Re- 
vival. "Two Tough Tenderfeet." Feature, 
"Stephen Steps Out." 


Capitol — Overture, "Panamericana." Cap- 
itol Snickers, and Digest, from available news 
reels. Feature. "Ashes of Vengeance." 


Metropolitan — Overture, "The Mill on the 
Clif¥," Pathe Color, "Odd Corners of the 
World," Colored Cartoon, "Kidding Captain 
Kidd," Topical Review, Feature, David Be- 
lasco's "Tiger Rose," starring Lenore Ulric. 

69th Street — Monday, Tuesday and Wed- 
nesday — World Review, Topics of the Day, 
A Bruce Wilderness Tale, "The Grey Rider," 
Feature, Buster Keaton in "The Three Ages." 

Century — Overture, (not mentioned), 
Topical Review and Magazine, Comedy, Clyde 
Cook in "The Cyclist," Atmospheric Prologue, 
Feature, "In the Palace of the King." 

69th Street — Thursday, Friday and Sat- 
urday — World Review, Cartoon, "Felix the 
Goat-Getter," Comedy, Charlie Murray in 
"Wild and Wicked," Feature, "Woman- 


New — Overture, (not mentioned), Pathe 
News, Comedy, "Go West," Feature, Marion 
Davies, in "Little Old New York." 

RivoLi — Overture, "Stars and Stripes For- 
ever," Rivoli News, Aesop Fable Cartoon, 
"Happy Go Luckies," Topics of the Day, Fea- 
ture, "Flaming Youth." 


(Continued from page 3.) 

keen on the point that maintenance of a 
proper balance between producer and exhib- 
itor is not an ideal but a necessity without 
which the industry cannot permanently en- 

In conversation the other day Mr. Hod- 
kinson said that though being a student of 
conditions he tries to see the picture as a 
whole. To him there is nothing theoretical 
in the answer to the question the industry 
is asking: "What are we going to do?" 

His answer is that there is only one thing 
necessary, and that is producer and exhibitor 
must mutually support each other in increas- 
ing the attendance at the box-office. 

The distributor also is a firm believer in 
the statement that you can't produce worth- 
while pictures wholesale, especially if the 
mind of the producer is distracted with prob- 
lems of distribution. 

It will be recalled that in the old days it 
was customary to sell film to exchanges at 
a flat price, say 10 cents a foot, practically 
regardless of the quality from the entertain- 
ment side of the subject. It may be interest- 
ing to note a comment made in 1910 by Mr. 
Hodkinson when pleading for better pictures : 

"When this is done it will force exchanges 
to place the true valuation on real feature 
films and not regard each film as just a 
'reel' as is done at present. 

"The present system of distribution pre- 
vents either exchange or exhibitor from plac- 
ing the true value on the unusually good 
film, which must be discouraging to a manu- 
facturer to see it handled in exactly the same 
manner as really worthless matter." 


The news leaked out in film circles during 
the past week that Claude H. MacGowen, 
the other half of the Ernest Shipman organ- 
ization, was married early this month. 

Though one of the executives in the mo- 
tion picture business, Mr. MacGowan is a 
veteran of the film industry. 

Before he became associated with Mr. 
Shipman, he was general manager for Uni- 

Mr. Hodkinson soon found he was depend- 
ent for pictures on interests in the east that 
were not particularly in sympathy with what 
he was doing. He came to New York to 
work out plans for obtaining product for 
his offices, which extended from Seattle to 
Los Angeles. 

As a result the Paramount Pictures Cor- 
poration was formed. This organization ex- 
tended nationally what the Progressive had 
been doing locally. 

The problem of the Progressive and later 
of Paramount was the construction of a type 
of service which did not exist for a type 
of house which did not exist, but there were 
men on each side who were making strong ef- 
forts toward improvement. 

The object was to merit support which 
other producers and other exhibitors who 
wanted to do worthier things might set up 
between them a force unbiased enough, disin- 
terested enough, powerful enough to co-op- 
erate along fair lines. 

Mr. Hodkinson was president of Para- 
mount for two years, throughout its devel- 
opment and establishment, when there were 
many problems to be solved. 

More Patrons Necessary 

Following his retirement from Paramount 
Mr. Hodkinson formed his present organiza- 
tion. It has been built along lines its presi- 
dent deemed essential to the support of the 
first theatre, he owned, a type of machinery 
not controlled by the producer. 

The head of the Hodkinson company is very 




For Sale, 8 cents per word. 
Help Wanted, 6 cents per word. 
Situations Wanted, 4 cents per word. 
Special rates on long time contracts. 


Motion Picture and "Still" Cameras rented, sold 
and exchanged. Portable lights for sale and for rent. 
Keep us advised of your wants. Ruby Camera Ex- 
change. 727 Seventh Ave., New York City. 


For Sale by ' 

Howells Cine Equipment Co., 

740 7lh Arc; New York 

Radio -vii? Mat 

r "1 




At your Sealer. 

IS THE Stationery OF THE Screen 

Page 48 

Exhibitors Trade Review- 


THE dedication of the new Shrine Mosque at Springfield, Mo., 
meant a stimulation of business to the Yale Theatre Supply- 
Company of Kansas City, two Simplex projectors and a G. E. 
motor generator being installed. 

A new house, to be known as the Dixie Theatre, is being built 
at Odessa, Mo., by T. G. Block and will be opened about the first 
of the year, while H. W. Huston is erecting a new theatre at Co- 
lumbus, Kans. The house, which will be ready about March, will 
seat 350. Mr. Huston also will continue to operate his other theatre 
at Liberty, Mo. 

T. M. Harvey of El Paso, Texas, is reported as having sold his 
Unique theatre at El Paso, Texas, to the Dent chain of theatres. 

S. D. Ray has purchased the new Gem theatre at Palestine, 
Texas. George Melton has opened a new picture house at Edna, 
Texas. W. F. Fox has leased the Temple theatre at Temple, Texas, 
for a period of six months. Will present pictures as the policy. 

Messrs. Murphree and Walling of Bristow, Okla., have purchased 
the Dixie and Rialto theatres at Gushing, Okla. 

The Trucco Theatre Supply, Enid, Oklahoma, is now located 
in the new Masonic Temple Building. This company reports that 
business is very good. They handle a complete line of theatre 
supplies and machines. Wesley Trout is owner and manager. 

E. Presley has purchased the Grand theatre at DeQuine, Ark. 
W. O. Perkins will open his new Rex theatre at Holdenville, Okla. 
The Crystal Theatre at Jennings, Okla, has recently re-opened under 

^ AY what you will, it's the quality 
of your pictures — not your 
decorations or your music — that 
your audiences come to enjoy. 
There is a complete optical pro- 
jection system which gives pictures 
that touch of clearness that helps 
turn casuals into regular patrons. 
It's known as the 


Cinephor Condenser System 
Cinephor Projection Lens 
Cinephor Condenser 


635 St. Paul Street, 
Rochester, N. Y. 

New York Chicago 

San Francisco 

the able management of A. J. Kimball. Pictures will be the new 
policy of this theatre. 

Mr. Davidson, manager of the Empress Theatre, Enid, Okla., 
is planning on disposing of his theatre in this city at an early date. 
The Empress was recently completely remodeled into a first class 
motion picture theatre. 

The Family theatre in Batavia, completely rebuilt, will open to 
the public on November 29, according to an announcement by Dipson 
& Osborn, owners of the house. 


254 inch 
2^ inch 
3 inch 


5 to inches 

$30 ^^^y^^^^ 

3% to 6 inchM ^^^^1 f N^FC 9 to 11 inches 

$25 NiSiESSJ' $60 

"Snaplite Jr.," For Portable Projection Machines. 

Send for Descriptive Booklet 

Kollmorgen Optical Ck)rporation 

31-43 Steuben Street Brooklyn, N. Y., U. S. A. 






209 West 48th St. 

Bryant 6366 

^^We cannot recommend 
Keystone too highly" 

That's the report from the Smith- 
Theatre, Pittsburgh, after using 

for more than eight years 


31 N. Second St. Harrisburg, Pa. 


A «rllsTirkt^ ^ ROLL («c» rOLDED 

i 352 N. ASHLAND AVENUt \V .^ J I W IX ki ^ 

CHICAGO, ILLINOIS best fOR-TWE^L|^T money quickest delivery coiiBtess guaranteed 

r ~ 

Insist on prints on 


— and all the quality that was secured in the 
negative will be seen on the screen. This 
means the kind of photographic reproduc- 
tion that appeals to your audiences. 

Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



Not a Sex Picture — 

Why Elephants 

Leave Home 

Two parts 

For the first time the movie camera gets 
the capture of wild elephants 

Wild elephants are caught only under You see a large herd of huge beasts 

the supervision of the Government. decoyed into a huge corral. You see 

Visitors must get a pass and their pres- them strive to break free. You see com- 

ence is hedged around with restrictions. bats between the intelligent tame ele- 
phants and the furious captives. And 

Never, until this time, has a picture you see the final triumph when the great 

camera been present at this extraordi- brutes are dragged away in chains by 

nary event. their civilized brothers. 

You'll agree that it's the greatest animal picture ever made 


The PsiiUvc Prir. _. „, 

jnd are NEVER SOLD. The right ta me dich prinu c 

R«w«nJ tor mfor 




%e Business Paper of the Motion %ture Industry 

JgVERY critic 
praised it ! It's 
human, interesting, 
sincere, clean, heart- 
warming, appealing, 
and the boy makes 
good with a bang! 
Folks like it! See 
it and you'll know 

<X QammounlQicluFe 

/-\NE of 18 Big 

Paramount ■ Pic- 
tures now availabk. 
Directed by Joseph 
Henabery. Adapted 
by Edfrid Bingham, 
from Richard Hard- 
ing Davis' famous 
"The Grand Cross of 
the Crescent." 


Douglas fairbanksjr 

"Stephen Steps Out" 



Pric e 20 cents 

December 15, 1923 

^/ 'iij^*><s />, -^i ^ 

HE statement of Mr. Terry, noted 
organist and composer of organ solo 
novelties, that "the Wurlitzer Unit 
Organ is the world's most wonderful ac- 
companiment for highest class motion pic- 
s'' is certainly worthy of repetition. To instill a 
istic atmosphere, enhance the beauty and reveal the de- 
d effect for tragedy or comedy, there is no finer accompani- 
t than the Wurlitzer Unit Organ. Make a bid for increased 
on: with Wurlitzer music. 

Send for Illustrated Catalogue 

Stores In All Principal Cities 

These Nationally Famed 
Organists Play the Wurlitzer 

Charles — Tivoli Theatre, Chicago 
Crawford — Chicago Theatre, Chicago 
Minor — Circle Theatre, Indianapolis 
Wallace — Granada Theatre, San Francisco 
Murtagh — Million Dollar Theatre, Los Angel 
Mallote — Shea's Hippodrome, Buffalo 
Strong — Lyric Theatre, Huntington, W. V 
Klingman — De Luxe Theatre, Duluth 
Martel — Lafayette Square Theatre, Bu 
Baucon — Capitol Theatre, Cincinnati 

A7id Hundreds 

Others — 




and Directed by 



Phenomenal Business/* 

San Francisco Report 

"San Francisco on Saturday and Sunday 
more than confirmed our judgment that 
prompted us to take the unprecedented 
step of playing Charles Chaplin's 

"A Woman of Paris 

simultaneously in two San Francisco 
leading theatres, the California and the 
Granada, with combined capacity of 5,500 
seats," telegraphed J. A. Partington, gen- 
eral manager, to Hiram Abrams, presi- 
dent of United Artists Corporation. 

"The business was absolutely phenom- 
enal, and midnight performances were 
necessary in both theatres. Newspaper 
critics and audiences were extremely 
complimentary in their expressions of 

Now Booking 


CMcry Pickfcrd Chai/e^ Chaplin 

Dcuglaj- Jairbonlcw D. W Qnffith 

^irom Qbrcm<j-, President 

Published weekly by Exhibitors Review Publishing Corportion. Executive, Editorial Offices Knickerbocker 5ldg., Broadway and 42nd St., New York City. Subscription $2 00 year. 

Entered as second-class matter, Aug. 25, 1922, at post office at Easl Stroudsburg Pa., under tl:* act of March 3, 1879. v i/^. j 


Lew Cody 



What do you know about 
Divorce and the law? 

Qet ready for 
the inside stuff 



Picture with 
the Big Angle 

There never was 
a picture like this one 

A Goldwyn Picture 



A Whitman Bennett Production 


Almost at the first flash you find your- 
self face to face with a seemingly un- 
solvable mystery and from then on, 
with no waste footage, your interest is 
held tensely until the final and thor- 
oughly satisfactory solution. Here is 
an absorbing and exciting entertain- 
ment for all who like a good detective- 
crime-mystery story — and who does 



"The Leavenworth Case" loses none 
of its entertainment value through 
transference to the screen. Its highly 
dramatic moments have been well 
retained. The picture is well staged 
and lighted and full of dramatic in- 
terest; the story flows smoothly and 
works up to a splendid climax. 


No type of story is more popular in 
these United States than a good detec- 
tive yarn, and Anna Katharine Green's 
mystery tale "The Leavenworth Case" 
is said to be her most widely read and 
best liked work. Therefore to begin 
with this picture it can boast of a real 
plot. It is one that bristles with action 
— action that begins soon after the 
introductory reel gets under way and 
keeps rolling along at a merry pace 
right up to the finish. The scene in 
"The Rat Trap," a sort of third-degree 
chamber, possesses real thrills. The 
entire mounting is of a type that stamps 
this as a high class offering. 

From the time the old man is found 
dead in his sound-proof study till the 
very end, where both girls are freed of 
suspicion and the culprit is run down, 
the film runs along with a smoothness 
and continuity which will carry its 
audiences along with it. The produc- 
tion is fairly peppered with thrilling 
incidents, not the least of which is a 
hair-raising fist fight on the very edge 
of the roof of the four-story house from 
which the villain is finally thrown and 
killed. The skill with which this situa- 
tion is handled cannot help reflect it- 
self on the reaction of the spectators, 
who, we feel sure will be edging for- 
ward on their seats. 


Distributed by VITAGRAPH 



"es Corp. presents 

1 EN 1^612. *■ 


u a series of adion and society melodramas supported by 
JAY MORLEY and a good cafl 

Written and directed by 




ffow In Production 



A society "Raffles" reclaims herself and in 
^} trying to do right is misunderstood by every- 
one; even her lover doubted her. 

How many times have YOU paid the limit? 




Roomi 912-13 



Producers of 


Dij-tributed by F B. O 


Dialributed by SELZNICK 






Ulric in 

3y Yillard Mack and David Belasco 


Directed by Sidnsy A.Frai^kllTi 

Lenore Ulric in "liger Rose" — a star whose popularity is nationwicje, in a 
picture full of surprises and suspense, breathless action and thrilHng romance. 

Playing New York's Rivoli Theatre 


Classics of the Screen * 


and it hurt. His father, 
who had wanted him to 
be a real man, thrashed 
liim in the hope it would 
bring him to his senses. 
It hurt, but it did the 
trick. They'll all like this 

^ Foreign Rights Controlled by V. 
[Associaied Firsi National Pictures titcj 
^ 583 Madison Avgnuc. New York 

Inspiration Pictures Inc. 
Charles H. Duell, president 



Scenario by JosepKine Loveti 
PhotograpKed by George Folsey 


A ?irAt national Attraction 

from ifie siory by 






Directed by 




' Please Audience with 


Melodrama roused 
Chicago Theatre's 
patrons to applause' 

Polly Wood in 

Chic(^ Herald Examiner 

M. C. LEVEE l^resenis 


P R O D U C T I O N 


Q 1 4 

m I I 1923 


'Snooky' and the 
Missing Link 

^ ATCH Snooky do his stufif 
and you'll naturally con- 
clude — Darwin was right. 

There must be something in 
Snooky's blood that runs in the 
veins of the higher animal — - 

Withal, there is a broad gulf 
still to be bridged in complet- 
ing an absolutely unbroken 
chain of evidence that the 
monkey is man's ancestor. 

This gulf is called the miss- 
ing link. 

It is this same question of 
the missing link that leaves the 
decisiveness of Darwin's theory 
somewhat up in the air. 

Explorers have searched for 
it. Scientists have puzzled over 
it. Scholars have quarreled 
over it. But to no avail. 

Arguments could not supply 
the link. Even Darwin . ad- 
mitted that. 

J F Darwin were alive and an 
exhibitor he'd immediately 
recognize in The Exhibitors 
Trade Review the link between 
himself and the rest of the film 

He'd know at once that his 
chain of equipment as a show- 
man was incomplete without 
this silent partner at his side. 

Like man, the monkey has 
five well developed senses — 
taste, touch, smell, sight and 
hearing. But it is the acquisi- 
tion of a so-called sixth sense 
that permitted man to leave the 
monkey miles behind in the race 
for supremacy. 

As a good showman that's 
another thing Darwin would 
appreciate in The Exhibitors 
Trade Review. Its sixth sense. 

It is this sixth sense that is 
always working for the exhib- ' 
itor. Also showing him how 
to develop a sixth sense of his 

What is this sixth sense? 

Some call it the selling sense. 
Others say it is imagination. 

Whatever it is, it puts the 
showman for whom it is work- 
ing as far above the man with- 
out it as man is above the 

Perhaps, it is only common 



9he Business Paper of the Motion lecture Industry 

EDDY ECKELS, Managing Editor 

News Editor Reviews Editor 


December 15, 1923 

Making Screen's First Feature in Miniature 

Buys for 500 Out of 700 Swedish Houses. 

Old Lady Astor Says 

Is National Advertising a Menace? 

Editorial Page , 


LiCHTMAN Named Universal's Sales Manager 

Theatre Owner Directors in Two Day Session... 

Grainger Optimistic on Return from Coast 

Dexter Resigns from First National 

Bill Wright Leaves A^itagraph for 'Chronicles'... 

Rogers Resigns Office in Burr Companies 11 

Principal Goes Ahead on Big Scale 11 

Vitagraph Chief Returns from English Trip 12 

Laemmle Offers 'Hunchback' to Picture Theatres. ... 12 
East Extends Roberts Rousing Welcome 13 


Leaders All — Albert E. Smith ', 2 

'Marriage Market" Mingles Drama and Romance.... 6 

Camera Captures Cascade Range for 

'Crystal Ascension' 14 

'Steadfast Heart' Is Strong Study of Small Boy.... 22 
'Fashion Row' Posters Features Mae Murray's Gowns 28 
Newspaper Displays Set Pace as Good Copy 


Power of Advertising Under Glass 

Laughs Via Radio Help 'Why Worry' 

Exhibitor Co-operation Sought by Author 

Paramount Awards Prizes in Aid Contest 31 

Exploitation Ideas in Brief 33 

Jazz Orchestra Within Regular Symphony 34 

New Pictures Around in Booking Urge Schemes 35 

Something Really New in- Tried and Proved Pictures 37 


Exhibitors' Round Table 15 

Round About the Studios j7 

Up and Down Main Street jg 

Players We Know 21 

Feature Previews 23 

The Big Little Feature 26 

Production Chart and Press Opinions ,41 

The Modern Theatre 44 

Current First Run Programs 




Copyright 1923 by Exhibitors Review Publishing Corporation. . 
Geo. C. WilHams, President; F Meyers, Vice-President; John'r 
I. A. Lron, Advertising Manager. Executive and 
Forty:Second Street and 

Fernsler. Treasurer 

Kditorial Offices: Knickerbocker Building^ 

Broad wav. New York. Telenhone. Bryant 6160 ~AddTy-%T=n fV,''m,v,„„,„, 
tion, to Executive. Offices Pubh'shed'^weekly at Eas^'strld'^ur"""??- 
hv Exhibitors Review Publishing Corporation. Member Audit Bureau 
. Subscrintion rates, postage paid, per year: United 
States $2: Canada $3; Foreign $6; single copies 20 cents. Remit 
check, money order, currency or U. S. postage stamps. 

''"'^^'■t Banehart. 1106 Otis Building 
WE.ST Coast, Richard Kipling, 1505 No. Western Ave. 


Los Angeles 


Pal — The Friend of 
the Kiddies 

JVI ONKEYS are not the only 
animals that enjoy a close 
kinship with man. 

Take Pal for example. At 
the end of a hard day's work 
there is nothing he likes better 
than a fragant pipeful. 

He is shown here in one of 
his meditative moods. Raking 
his mind for stunts with which 
to amuse the kiddies on the 

He sure does love the kid- 
dies. Is it any wonder he en- 
joys such high popularity? 

There is something about the 
pranks of kids that warms the 
hearts of grown-ups. The 
heartstrings of adults seem al- 
ways susceptible to tugs pro- 
duced by the spectacle of a 
faithful dog cutting high didoes 
with the youngsters. 

This can be capitalized to 
your advantage. Don't over- 
look these rollicking comedies 
of kidland. They'll swell your 
juvenile patronage. 

"Y^HILE you're at it you 
might remember that The 
Exhibitors Trade Review, 
like Pal, is the showman's 

It too sits back, figuratively, 
at the end of a busy day, and 
meditates over a pipe. It 
cudgels its mind. How to make 
the exhibitor's lot, better and 

How to improve its pages as 
a meeting ground for the 
whole film fraternity. How to 
strengthen itself as a booster 
and champion of the showman's 

All these things and more are 
constantly on the minds that 
guide the exhibitor's only busi- 
ness paper. 

Men, high in the knowledge 
of successful showmanship, 
are interviewed for expert 
opinion on things close to the 
heart of the exhibitor. 

Conferences are called. 
Round-table discussions occur 
frequently. These affairs re- 
sult in plans and programs for 
that most important of all 
things — increasing box-office re- 

The Exhibitors Trade Re- 
view never stops trying to live 
uo to the name — Showman's 



Leaders All 


TJECAUSE due to his mechanical bent and his persistence 
and to the opportunity it fell to him to contribute one 
of the vital inventions making projection commercially pbssi- 
ble ; because he has given of his best effort and broad 
ability to making the motion picture the power it is today; 
because he was one of the first to see the great possibilities 
of the American photodrama abroad. 

December 15, 1923 

Page 1 

Vol. 15, N</ 3. 



%e Business Paper of the Motion Bcturelndustiy 

December 15, 1923 

Making Screens Initial Feature — in Miniature 

To Be Sure the Subject Was Only 42 Feet Long, hut It Was a Real 
Riot, in 1898, and It Was VitagrapJis First 

HERE'S a story of perhaps the 
first feature motion picture. It 
was not a long production. To 
be quite truthful, it was exactly forty- 
two feet in length, requiring less than 
a minute to project it on the screen. 

not only was it the first feature pic- 
ture perhaps, but also it was the first 
one to be taken in minature. 

The period was of the Spanish- 
American War, the spring of 1898, 
and the title was "Spanish Flag Torn 
Down." The makers were very dubi- 
ous as to the public's reception of it, 
but the dubiety faded as it was thrown 
on the screen for the first time before 
a house. At the vaudeville theatres it 
was a "riot." 

In the making of the picture, Albert 
E. Smith and J. Stuart Blackton, had 
taken a tiny Spanish flag and mounted 
it on a tiny staff. Then while Mr. 
.Smith operated the camera Mr. Black- 
ton took hold of the Spanish flag and 
removed it from the staff. Then the 
American emblem was placed where 
the first flag had been. 

The effect was unexpected. The 
size of the hand in comparison with 
the flags had given a most uncanny as- 
pect to the whole proceeding. Inci- 
dentally it was the first Vitagraph 

'J'HE early motion picture experience 

of Albert E. Smith, president of the 
Vitagraph Company of America, is 
rich in incidents of a character not 
dissimilar to the one just related. 

Mr. Smith and Mr. Blackton, for 
the two names are closely connected 
over a long series of years, began ex- 
perimenting with motion pictures in the 
latter part of 1896. 

They commenced operations in the 
early part of 1897, which as you prob- 
ably already have estimated, is nearly 
twenty-seven years ago. That puts 
them in the pioneer class most securely. 

The two men for several years were 
entertainers on the lyceum stage. Mr. 
Smith was scheduled to do a host of 
things — a monologue, impersonation 
sleight-of-hand, ventriloquism, etc , 


while Mr. Blackton, the artist, gave 
chalktalks — in other words, lect ures il- 
lustrated with lighting like drawings 
on the blackboard. 

The two young men in the course 
of their association traveled pretty well 
over the entire eastern half of the 
United States. When the pictures 
made their appearance the two bought 
a machine and films and added the mo- 
tion picture to their entertainment. 

The early machines were very crude 
affairs, and as Mr. Smith explained the 
situation in later years it was the 
devil's own job to keep the film on the 

'J^HOSE whose memory runs back to 
those days say it simply is impos- 
sible to conceive what it meant con- 
tinually to battle, with twisted, dis- 
torted and warped film. 

When it jumped off the sprocket it 
meant shutting down the show until 
such time as it could be replaced. The 
people who were beginning to throng to 
see the novelty were becoming dis- 
gusted — their patience was frazzled. 

Mr. Smith from his boyhood had 
been very much interested in anything 
electrical or mechanical ; he always had 
invested all his pennies in toy tools and 
electrical apparatus. 

So it was when projection troubles 
came into his life Mr. Smith went to 
work to remedy the defects. The re- 
sult was that the two men, operating 
under the name of Vitagraph, which 
they themselves had combined from 
the words meaning life and pictures, 
quickly established a reputation for 
ability to put on a motion picture that 
did not go dark at the proverbially in- 
teresting spot. 

The result was a demand for their 
entertainment greater than they per- 
sonally could supply. In the effort to 
comply with the requests for the 
putting on of shows they trained opera- 
tors and put out film and machines 
until in a few years, there were seven- 
ty-five shows in operation. 

It was in 1897 Mr. Smith secured a 
patent on projection machine that 
made the motion picture commercially 

ymS was a film setting device, a 
mechanical arrangement for reset- 
ting the film after it had jumped the 
sprocket, and it is now used in one 
form or another on every projecting 

The two Vitagraph men had become 
acquainted with William R. Hearst, 
who invited them to be his guests on 
the yacht Buccaneer, being outfitted for 
a cruise to Cuba following the out- 
break of the Spanish War. 

They accepted the invitation and 
with their paraphernalia, which in- 
cluded a motion picture camera weigh- 
ing about a ton, they sailed for Sib-, 

JT was a day or two following arrival 
that the young Vitagraph company 
fan into a real adventure, at least it 
was so classified at the time, and the 
intervening years have served more or 
less to solidify the impression. 

All the indications were that there 
were "big doings" ashore. Messrs, 
Smith and Blackton, the former with a 
heavy still camera and the latter carry- 
ing one of the lighter weight, landed 
from the Buccaneer and strolled up 
the road. 

'J'HEY came to a point where soldiers 
were lying in the bushes. Mr. Smith 
mounted his camera and was getting 
ready to photograph anything that 
looked interesting. He was fussing 
around the camera and was all but 
"set" when a bullet ploughed through 
the centre of the machine. 

Discovering they had stepped into 
the field of an argument that later was 
known as the battle of San Juan Hill 
the two men took their cameras and 
returned to the Buccaneer. 

The big camera today occupies a post 
of honor in the Vitagra;~'i eastern 

The negotiations for the photograpli- 

Page 2 

Exhibitors Trade Review 

ing of the Jei¥ries-Fitzsimmons fight 
were satisfactorily concluded. 

Back of the securing of the contract, 
however, there was an incident which 
some day will deserve a special chap- 
ter in the history of the development of 
the motion picture. 

For it marked the first occasion on 
which motion picture photographs 
were successfully taken under electric 

It was another demonstration of the 
truth that resides in the old maxim of 
necessity being the mother of inven- 
tion — an ancient saw with which the 
Vitagra'ph had coUided in several pre- 
ceding emei"gencies. 

As a prerequisite to obtaining the 
motion picture rights to the Jeffries- 
Fitzsimmons fight it was necessary to 
prove that successful pictures of the 
mill could be taken. 

With the aid of Joseph Menshen, a 
skilled electrician, and on the stage of 
a theatre under lease by Mr. Brady and 
loaned by him for the test, two boxers 
provided by the stage producer put on 
a scrap under the almost overpowering 
heat generated by fifty arc lamps burn- 
ing enormous carbons especially made. 
This was in the winter of 1898-9. 

Every one associated with the ex- 
■ periment followed the proceedings with 
ill-concealed excitement. When the 
bout was finished the film was removed 
from the camera to the developing 
room which had been installed in the 

r'AREFUL examination of the film as 
it emerged from the process revealed 
splendid photography. Every man in 
the party breathed easier. They knew 
the contract was secure. 

They knew, too, that they had seen 
the first successful motion picture 
photograph to be made under an elec- 
tric light, but they could not foresee 
what the years would bring in the de- 
velopment of their experiment nor 
could they conceive of the millions of 
dollars that would be expended for 
"juice" in the making of other pic- 

William F. Rock, known always to 
his intimates as "Pop," entered the 
Vitagraph combination just after the 
close of the Spanish-American war, 
bringing to an end a competition that 
had been sharp. Mr. Rock had pur- 
chased a projection machine from the 
old Vitascope Company and with its 
state rights for Louisiana, showing pic- 
tures in New Orleans. 

Also he owned a place on 125th 
street, New York. He found in the 
Messrs. Smith and Blackton keen com- 
petitors for business, so he called at 
the office of the latter in 140 Nassau 
street — the roof of which building later 
served as a "studio" — to see it if would 
he possible to effect an exchange of 

A deal was made whereby Mr. Rock 

secured the Smith-Blackton war pic- 
tures. Then when the New Orleans 
showman saw the business being done 
in New York by the partners he de- 
cided to come north. 

The two men were securing $75 a 
week for their show from the Harlem 
Museum, and the new-comer cut the 
price to $50. Realizing that neither 
contender would get anywhere under 
such a system of doing business there 
was a conference the final outcome of 
which was the incorporation in 1900 
of the Vitagraph Company. 

Mr. Rock was considerably the 

senior in years of three, he became 
president. Mr. Smith was treasurer 
and Mr. Blackton secretary. Actually 
it was a partnership. Mr. Rock died 
in 1916, although for four years his 
activities in the management had been 
declining, and he was succeeded by 
Mr. Smith. 

The company*produced its first full- 
reel picture in 1904, and from that 
time production expanded rapidly. 

In 1905 Charles Urban was given the 
A-'itagraph agency abroad for one year, 
in 1905, Mr. Smith went over and 
opened an office in England. 

This may be a good place to say that 
the foreign business of the Vitagraph 
company has been one of its most im- 
portant divisions. Prior to the late war 
the distribution of Vitagraph product 
for countries other than the United 
States and Canada was accomplished 
from headquarters in France. These 
recently have been re-established. 

As indicating the impoiiance of the 
company's foreign business it may be 
stated that at one time the footage of 
Vitagraph films distributed abroad was 
more than five times that of the pro- 
duct consumed at home. 

It was about 1904 that nickelodeons 
sprang up all over the country. Be- 
fore that theatres had rented machines, 
but the new-comers bought them out- 
right. To supply these customers the 
A/'itagraph continually expanded its fa- 

In 1906 Vitagraph produced the first 
five-reel subiect. It was "The Life of 
Moses," and as Mr. Smith remarked 
recently "It was a good picture." 

Exhibitors were not prepared to 
handle it in the form designed by the 
producers, with the result that it was 
shown in one and two reel lengths. 

QNE of the factors contributing to the 
success of "The Life of Moses" 
was the speeding up of the camera ap- 
proximately to the pace maintained at 
this day. 

Prior to that time it had been the 
custom to make about twelve photo- 
graphs to the second, which resulted 
in exaggerated movement on the screen. 
If an actor "held" a position it was 
the practice to eliminate the action in 
the cutting room. 

Messrs. Smith and Blackton scored 
a notable news beat in photographing 
the inauguration of President Roose- 
velt in March, 1905. 

At the conclusion of the ceremony 
at the Capitol, when all of their film 
had been used, Mr. Blackton took a 
still camera to get a few final shots of 
the President, and Mr. Smith with the 
aid of a boy got his camera into a 
cab and the two men started for the 

There a great crowd prevented 
their getting into the waiting room. 
They went around to the tracks, 
knocked on the door of a Pullman car 
and were admitted. The train began to 
move. A conductor punched their tick- 
ets for New York. Later another con- 
ductor came through and "properly 
bawled them out" for riding on a 
special train on an excursion ticket. 

It may be said that was before the 
era of Pullmans for the A'^itagraph. The 
argument came to naught, and the pas- 
sengers were not molested. When the 
two became hungry they searched for 
the dining car and found they were 
the only ones on the train. 

By some twist in orders that train 
had been ordered to New York without 
stopping, and the two men landed their 
pictures of the inauguration, still as 
well as motion, in the metropolis away 
ahead of any of their competitors. 

^HE development of the Vitagraph 
stock company began about 1907, 
an organiaztion that was destined to be 
the greatest aggregation of dramatic 
talent ever under one roof, stage or 
screen. It reached its height between 
1910 and 1912. 

When the Patents Company was 
formed the patents secured by the Vita- 
graph company, the first dating from 
1897, were taken over. It had been 
these devices which had put the com- 
pany so thoroughly on the map in the 
beginning of the industry, devices 
which as we have said made the pro- 
jection of pictures commercially pos- 

Mr. Smith has been a hard worker, 
velopment of the company's business. 
He had been blessed with a sturdy 
constitution and always had taken good 
care of his health — aside from his pil- 
especially in the days of the rapid de- 
ing work. Until he was well past thir- 
ty years of age he was a total abstainer 
in the use of tobacco and liquor. He 
now admits the consumption of two 
cigars a day — one in the afternoon and 
one in the evening. And he emphatic- 
ally denies that he is a prohibitionist. 

"There was a time when Blackton 
and I did ten men's work," Mr. Smith 
said recently. "It was not an uriusual 
thing for me to take home a pile of 
'icripts, go to bed and read until 8 
o'clock in the morning. Then I would 
rest until 8 :30, get under a shower and 
prepare for another day at the studio." 

December 15, 1923 

Page 3 

Here's a Man Who Buys Films for a Nation 

That's the Job of Knut Husberg of Svensk Filmindustri, Who Began as 
Exchangeman Twenty Years Ago and Hasnt Stopped 

KNUT HUSBERG, of the Svensk 
Filmindustri, after a month in 
New York, is preparing to depart 
for his homeland. The company 
named is perhaps better known as the 
Sw"edish Biograph, which on the 
screen for many years has stood for 
productions which measure up with the 

The activities of the Svensk is three- 
fold — at least. In the first place there 
are the exchanges, of which Mr. Hus- 
berg is the head, officiating as the 
director and as the purchaser of films. 

These exchanges supply a hundred 
theatres which are owned outright by 
the company. The branches have con- 
tractual relations with 400 other 
theatres which are provided by them 
exclusively with films. 

These figures account for 500 out 
of the 700 theatres in the country, and 
the remaining 200 are customers of the 
Svensk exchanges. 

Then there is the production depart- 

Mr. Husberg was met in the office 
of E. Bruce Johnson, foreign manager 
of First National. Mr. Johnson ex- 
plained that the motion picture houses 
of the company represented by the 
visitor were, outside of the United 
States and Canada, more further ad- 
vanced than are those of any other 

Mr. Johnson made one exception, 
and that was the Tivoli of London, 
recently taken over by Marcus Loew. 

THE leading theatres, Mr. Husberg 
explained, were the Palladium, 
Rodakvarn and Scandia of Stockholm. 
The first named has 1200 seats and 
the two others a little less than 9C0. 

Many houses in other cities, too, are 
beautifully fitted and show pictures in 
the most approved and up-to-date 
style, with prologues and music. 

The Svensk company is a combina- 
tion of five owners of circuits who 
pooled their interests. In a remote de- 
gree it resembles in organization the 
First National, the pictures of which 
are shown in Svensk houses and later 
rented to the theatre customers of the 

The Swedish company has bought 
about 80 per cent of First National 
product for the past four or five years. 
The same proportion will pretty nearly 
hold true in the case of other leading 
American companies. 

"Yes, American films are thoroughly 
on the map in Sweden," said Mr. Hus- 

Asked as to general conditions in 
Sweden, Mr. Husberg said last year 


had been a bad period for the film 
men. In 1914, the company had felt 
the rebound, much the same as had 
been the experience in this and in 
other neutral countries. 

HTHOUGH the United States had suf- 
fered a reaction in 1920, Sweden 
had not noticed it until 1922, but this 
year there was evidence of a noticeable 
recovery. The effect on the exchanges 
had been marked. Where last year 
there had been thirty-six this year there 
were but seventeen, but the survivors 
were in good shape. 

Of the seventeen exchanges Svensk 
has four. Among American compan- 
ies represented are the First National, 
Famous Players, Universal and Metro. 

If you will look at your map of the 
world' you will note that Stockholm 
is on the sixtieth parallel of north lati- 
tude. Just to give you a better idea 
of how far north that is in case you 
have no map at your elbow the parallel 
runs across the northern tip of Scot- 
land, touches the southern point of 
Greenland, splits Hudson Bay in the 
centre and amputates the Alaskan pe- 

So, you see, there is an absence of 
sunlight a greater part of the year. The 
season actually for the theatres is about 
fortv weeks in length. In the summer, 
with the brilliant light, the natives re- 
fuse to go into any place of amuse- 
ment, and as a result the theatres are 
shut tight. The remainder of the year 
contains little brilliant daylight. 

One consequence is that the people 
of the country are inclined to be seri- 
ous minded. They lean to comedy- 
drama rather than to straight drama. 
Mr. Husberg told how on account of 
the success everywhere of "Over the 
Hill" it was believed it would be pop- 
ular in Sweden, but it did not so prove. 

Picture patrons could not understand 
why they should be expected to pay 
money to do so much weeping. 

"i\Ierry-Go-Round" was shown for 
five weeks in one house, "The Hotten- 
tot" three in another, two performances 
daily, and "Robin Hood" held the 
screen at the Palladium for seven 
weeks, one performance daily. 

^SKED as to the methods of book- 
ing, Mr. Husberg said that in all 
the larger theatres or in all but the 
small ones, in Sweden and in the sur- 
rounding countries, percentage was the 

Regarding exploitation the visitor 
said spectacular examples were not 
countenanced. The advertising of 
productions is mostly confined to the 
newspapers and the lobby displays. A 
few posters are used in' Stockholm. 

Prices of admission range the same 
as in the United States. The top in 
Stockholm is about 75 cents. 

The Svensk is capitalized at 35,000,- 
000 crowns, roughly about $11,000,000. 
Twelve pictures are produced yearly 
on the average. 

Short subjects are popular in Swe- 
den, Mr. Husberg said. The product 
of Educational is released through the 
First National exchange. Five or six 
hundred feet weekly of news matter is 
supplied, and this is supplemented by 
local stuff to the extent of several 
hundred feet. 

jy[R. HUSBERG is a film veteran, 
having been in the business since 
1903. His debut was in Gothenburg, 
when he offered to buy from an exhibi- 
tor his film after he was through 
running it in his fifteen-minute show. 
The offer was accepted, the general 
plan was extended, and it was not long 
before the new-comer had established 
an "exchange," with sixteen customers. 

In 1904. Mr. Husberg entered the 
exhibition field, but was not particular- 
ly successful until four years later, 
when he took possession of what was 
at that time considered a "big house." 

Actually there were 372 seats. In 
1914, he built a house containing 863 
seats, and later added three more. 

As there are only one or two houses 
open in the summer, and these spasmod- 
ically, there is practically no new film 
released during that period. The only 
product issued is that which has been 
successful in the preceding season. 

The present visit is the third Mr. 
Husberg has made to the United 
States, and the second the present 
year, he having been here in April. 

Page 4 

Exhibitors Trade Review 

ly/TARY ROGERS, depicted by Anna Q. 
^^■^ Nilsson, is engaged to marry Standish. 
When Jack's father recovers from his re- 
verses, Mary goes to Java. She finds 
Jack in the clutches of Lullaby Lou 
(Winifred Bryson). He is a physical wreck. 
Mary attempts to nurse him back to health. 

"yOM SANTSCHI, as Gordon Von Brock, 
wealthy planter, desires Mary. He 
does everything possible to prevent Jack 
from recovering. LuUably Lou aids him. 
because she loves Jack. Mary is almost 
their victim, when a typhoon and tidal wave 
practically wipes away the town. 

fUf ARY tries to save Lullaby Lou, who 
■'■'-'■dies in her arms. Then Mary is swept 
away. Jack rescues her. Excitement and 
danger follow, but they are finally safe. They 
face a future of love and happiness to- 
gether. There is excellent tropical atmos- 
phere and the tidal wave is thrilUng. 

'Thundering Dawn' Throbs with Thrills, Drama and Punch 

Universal Production Featuring J. Warren Kerrigan and Anna Q. Nilsson Has Tropical Atmosphere, and Captivates 

with its Typhoons Tidal Waves and Torturing Dangers 

December 15, 1923 

Page 5 

OA/ Jxidy^^storSc^s 

HAT filmdom covers a field as broad and far-reaching 
as that little cosmic drop of dust called Earth, is more 
than bom out in the views of Dr. lago Galdston, Industrial 
Secretary of the New York Tuberculosis Association. The 
good doctor amazed us not only by his deep knowledge of 
a subject apparently far removed from his own field, but 
by his progressive ideas concerning the application of mo- 
tion pictures as an educational force in health work. Some 
day, when we catch a reasonable working period between 
thinking and press time, we're going to startle a gaping 
world with a story on the subject. 

C' HIP of the old block" was the unanimous verdict 
of those who saw Doug Jr.'s debut in "Stephen 
Steps Out" The youngster really has all of his 
pater's ptersonality and a few other tid-bits that ride 
straight into the hearts of the fans. Understand 
Doug, Sr., is batting .600 in the Paternal Pride 

(] HARLIE SI MONK, film man dating back to the indus- 
try's year i, postcards in from Naples, in sunny It', 
the harrowing information that he will on the evening of 
writing consume one bottle of Capri "and think of you." 
Now we know why not so long ago we experienced that 
unaccountable exhilaration. Mr. Simone is on a business 
tour preliminary to opening an office in Rome for the dis- 
tribution of the product of William Fox. The branch will 
be another link in the chain of "circling the world" ex- 
changes, and will be conducted by Mr. Simone. 

C\ FFICERS of the Film Laboratories Credit Associa- 
^ tion were not elected this week as anticipated be- 
cause illness kept several of the important members 
away. The sympathy we extend for those affected is 
more than genuine. We dined at the same place. 

A N orchestra within an orchestra is the latest, pulled by 
]\Ianager Hyman of the Brooklyn Mark Strand Thea- 
tre, which has taken with the patrons like the Yanks take 
pennants. This is the plan: for those who prefer their 
hamionies in long-haired Bach or Wagner, there is the reg- 
ular symphony orchestra with its classical program. The 
modern jazz exponents have their inning when the Sym- 
phonized Jazz Orchestra — ten pieces from the regular sym- 
phony unit — step forward and insist that if you play hooky 
on Clammy one single night, you might as well inhale the 
sweet ozone in the back yard. Talk about ideas for the 
Bok Peace Prize ! 

OT into a round-table discussion with a number of 
film salesmen. "Business is terrible," said one. 
"Business is wonderful," insisted a second. "Could be 
better," averred a vhird. "No so bad," smiled number 
four. Can you beat it? 

^VERY busy and enterprising young man is "Bill" 
Pelley, screen author, magazine and novel writer. 
Pelley has launched a campaign to put his stories across 
in a manner that first considers their advantage to the 
exhibitor from every possible point of view. Pelley has 
15,000 exhibitors' names on a personally owned list, and 
the way he puts his messages across to these movie men 
would indicate that Pelley hfs more valuable ideas than a 
centipede has toes. 

W HEN M. L. Conley, owner of the Conley Theatre 
of Frankfort, lad., was dismissed in a court action 
for running on Sunday, legal folks declared the decisior 
infers that the blue laws in the town are dead. Dead ! 
Yes, but certainly not deader than the advocates of 
those laws. 


NTER Robert E. Sherwood, Moving Picture Editor of 
"Life" and of "The New York Herald," who has just 
written what purports to be the first Motion Picture an- 
thology. High up in the author's estimation of great pic- 
tures are "Grandma's Boy," "The Pilgrim," "Down to the 
Sea in Ships" and "The Covered Wagon." A department 
devoted to film vocabulary takes the reader on a delightful 
journey through movie parlance, rich in descriptive terms 
and picturesque in concrete imagery. 

TTELENE CHADWICK, popular Goldwyn star, who 
was thought to be away horse-back riding or 
boating during her absence from Hollywood, was in 
reality writing a scenario. Helene's mother collaborated 
with her in writing the story. Now that the feline 
is out of the gunny sack, the Literary Club, which 
is always on the market for new distinguished members, 
will undoubtedly camp on Helene's trail. 

Y^HO knows — perhaps Al Hernian set a style soon to be 
adopted in actual practice when, in "Next Please," he 
has a chap open an outdoor barber shop. His chair, uten- 
sils and other necessary paraphernalia of the modern barber 
shop are as one upon a platform on to a motorcycle. Are 
we in for a new era in barbering? Might not be such a 
bad idea, except perhaps if in sudden inclement weather, 
with one-half of your face shaved, the barber yells : "That's 
all. Shave called on account of rain !" 'S Barbarous. 

'T" HE million dollar insurance policy, once as rare as 
the proverbial hen's tooth, is a regular by-word in 
the film field. Eric Von Stroheim and June Mathis 
each carry insurance policies of $1,000,000. William 
Fox is insured for $2,640,000, while Adolph Zukor is 
content to get along with a mere $5,000,000 policy. 
Talking in terms of the graphic statistician, com- 
bined premiums on these policies would pay for almost 
a full ton of coal at latest quoted prices. 

HERE is a fellow in the film business with whom we've 
been wanting to shake hands for a long time. He is O. 

D. Cloakey, Manager of the Regent Theatre, Ottawa. 

When it comes to thinking up stunts that will bring the 

crowds to see the pictures played at his house, Cloakey 

has Barnum of old, lashed to the mast. 

'T'HERE are many beautiful theatres in this country, 
but hardly any that exceed The Eastman Theatre 
of Rochester in looks, comfort, facility, or any other 
feature that stamps a show-house as particularly dis- 
tinctive. The Eastman Theatre, endowed by George 
Eastman of Kodak fame for the University of Roches- 
ter, is not essentially a picture house — purporting to run 
pictures only when an unusually high class attraction 
comes over the horizon. In this connection it is in- 
teresting to note that the last program we peeked at 
had Goldwyn's "Eternal City" sandwiched in between 
a menu of vocal and instrumental numbers. A case 
of movies attending the opera. Some class. 

'THiVT something new can happen and happen very un- 
expectedly was shown at New York's Rialto Theatre 
the other evening when at the introduction of an animated 
cartoon depicting a hurried trip around the world, the 
leader of the symphony orchestra stood up and announced 
to his players : "Come on, boys ; let's take a little trip 
around the world." And forthwith they marched out in 
single file, returning at the end of the picture, possessed 
of various mementos and souvenirs picked up in their 
globe-trotting jaunt. One wore a Turkish fez sky-piece ; 
another a Japanese kimona; a third an Arabian turban, 
and so on down the line — showing that though they passed 
through various countries at a lightning pace, foreign 
markets thrived on the junket. The stunt put the audience 
in high glee. 

Exhibitors Trade Review 

'Marriage Market' Mingles Drama and Thrills with Romance 

C. B. C. Production, Featuring Jack Mulhall, Alice Lake and Pauline Garon, Shows 
How Hearts Are Bartered on the Alter of Modern Matrimony 

December 15, 1923 

Page 7 

Is National Advertising a Menace? 

EXTRAVAGANCE, due to price 
complaints, still holds the center 
of the stage. 
The stars' salaries are blamed. Pro- 
duction managers come in for their 
share of criticism. The inefficiency of 
certain directors is brought to light. 
All are but spokes in the wheel. 
Let us get down around the hub of 
things. It often happens that the least 
suspected point is the source of the 
greatest trouble. 

The one thing that involves and 
effects the producer, distributor and 
exhibitor alike — more than anything 
else — is national advertising. 

The question is regarding its ef- 
ficient usage. 

There is no disputing that it cre- 
ates demand. Rightfully applied, 
there is no alert exhibitor who 
would not be willing to financially 
carry out his part of the campaign. 

Every sensible showman until re- 
cently has been paying his share of 
the excess. He welcomed the pro- 
business. He welcomed the pro- 
ducers' and distributors' aid in pop- 
ularizing picture titles. Incidentally, 
stars and directors. And indirect- 
ly, authors. 

He was more than willing to help 
make them greater drawing cards. 
He figured that would mean more 
crowded houses. He looked for- 
ward to that. 

For a while it proved out. 
Then the exhibitors' pro rata share of 
the cost increased. And kept on in- 
creasing. It hurt quite a few but they 
willingly paid until they faced the pos- 
sibility of not getting the pictures they 
wanted at any figure. 

^T this point there came into being 
three classes of showmen : Those 
who possessed the dominating theatres 
in large cities. Those luckily situated 
who were able to financially outbid the 
other fellow, and those who didn't 
possess either requisite to get delivery 
while delivery was good. 

It may or may not be important at 
this point to note that the last named 
class constitutes from seventy to sev- 
enty-six per cent, of the total number 
of exhibitors today. 

And this type showman in a hurtful 
number of cases now cannot get deliv- 
ery when he can pay the price ! 

The situation is not hard to under- 
stand when one stops to realize the 
booking protection necessaiy for the 
first run houses. Protection that is de- 
served because it is highly paid for- 

Good or bad, it is the direct result 
of national advertising. 


So far, of course, the broadcasting of 
release data has done wonders toward 
making initial showings more profitable, 
extending them weeks and even months. 

The pace-setting exhibitors only oc- 
casionally grumble at the startling 
growth of first run rentals. Figures 
that only seem high because the wise 
producer must look to them for one- 
third of his gross. Tomorrow he may 

Do You Fear or Favor 
Older Pictures? 

DOES national advertising give 
pictures premature age? Is 
the public being given to much re- 
lease data? The general trend of 
the neighborhood bookings indi- 
cate that those questions are vital. 

The article on this page tells of 
how several exhibitors are serious- 
ly worried over delivery. It should 
interest producers and distributors 
who are planning new campaigns. 

be forced to look to them for one-half. 
How often have you seen this line? 
"Ask your local theatre manager when 
this picture will appear in your neigh- 

You ask, as one of the general pub- 
lic, and what is the answer? The neigh- 
borhood exhibitor, in a vast majority of 
cases, is embarassed. His explana- 
tion to you as a . patron sounds little 
short of an alibi. 

In many cases that same exhibitor 
would gladly "break even" if that meant 
satisfying his customers. But the pic- 
ture is not available at any figure in his 
locality — until the public thinks it "old." 

CERTAIN amount and a certain 
style of national advertising is good 
business. But after all doesn't that 
simply mean institutional copy of the 
"trade mark" type? 

Any other form seems to be good 
business only for the foremost key cen- 
ter showmen who can afford and who 
should pay the bulk of the extra cost. 

The real "local theatre manager" 
usually i^eferred to in national advertis- 
ing cannot afford to pay. any longer be- 
cause he has neither the clientele nor 

seating capacity to meet the figures. 
Which means that they cannot get the 
pictures the public wants. 

Neighborhood and small town exhibi- 
tors face the problem seriously. Sev- 
eral maintain the only policy left to pur- 
sue is the playing of pictures from six 
months to a year or more out of their 
prime. Pictures given age by national 

They explain it simply by saying that 
"nowadays pictures begin getting old 
when the national billboard cam- 
paign is 'covered' with new litho- 
graphs and when the public press 
'grows cold.' " 

And "amazingly often actually 
before the date of release to them." 

Several tell us that it is forcing 
them forever to "wait for every- 
thing to come down until it is cheap 
enough to be sure-fire profitable." 

Many exhibitors have already 
classified the cheaper-because-older 
films with the expression : "com- 
mon sense pictures." 

That may or may not be the rea- 
son for their ''standing pat" and 
the so-called atnio.^phere of a 
"booking strike." At any rate it 
is significant that they are banking 
on the brimful market of "older 

All of which means that the pos- 
sibility exists of a healthy majority 
of showmen — the producers' bread 
and butter rentals — becoming "odds 
and ends" bookers. 

That is, if the present style of na- 
tional advertising — telling the public all 
about a picture and its release date — is 
to continue- 
But the best part of it all is that it 
will not continue. Good business will 
not permit the ageing of pictures ! 

gOME producers also are apparently 

learning rather stubbornly but sure- 
ly that such national advertising runs 
up the cost of books, plays, directors, 
stars, casts — practically every picture 
ingredient ! 

When neighborhood and small town 
exhibitors will not help pay for such 
excess you may rest assured that the 
end is in sight. 

Right now the indications point 
strongly in that direction. 

Spending millions recklessly on pro- 
duction is little worse than spending 
millions ruthlessly on national exploita- 
tion that attaches a birthdate to every 
picture and popularizes the picture's 
pay-roll above all else. 

Several producers and distributors 
have already sensed the backfire. More 
would do well to prepare for the shock. 

Page 8 

Exhibitors Trade Revieiv 

The President Speaks 

MOTION picture exhibitors and members of other 
branches of the industry will take particular pleasure 
in reading President Coolidge's message to Congress. 
In a document remarkable for its brevity he states his posi- 
tion on the motion picture admissions tax. He wastes no 
words and he leaves no i-oom for argument as to the exact 
meaning of his language. 

What the President has to say about the reduction of 
taxes is well worth repeating, especially that contained in 
the second paragraph : 

I especially commend a decrease on earned in- 
come, and further abolition of admission, message 
and nuisance taxes. 

The amusement and education value of moving 
pictures ought not to be taxed. 
That surely is expressed so plainly that even a politician 
cannot make of it anything other than what it is intended 
to be. 

■ y\nother great and important step in the campaign for 
tax elimination has been taken. 

Advocacy of a cause by the President means that if Con- 
gress will pass the measure it is sure of the presidential 

So there remains but the one step — the approval by Con- 
gress of those recommendations of the Secretar}^ of the 
Treasury in which the film industry is particularly inter- 
ested. Get behind them. 

Joint Distribution 

Two weeks ago allusion was made on this page to a 
combination of independent exchanges in a neighboring 
city. TJie negotiations now have progressed to such 
a point that it may be said the place where this experiment 
of joint distribution will be made is Boston and that the 
six exchanges interested are Progress, Moscow, Pioneer, 
Eastern Feature Film, Cadillac and Certified. 

The name of the new concern will be the Consolidated 
Independent Booking Offices. The principle under which it 
will operate will be the selection of a general manager who 
will not pi"eviously have been affiliated with any of the 
companies forming the group. 

It is estimated by some of the exchange members thai 
the cost of distribution will be .lowered to a figure approxi- 
mating 15 per cent, being a reduction in some instances 
from as much as 40. 

Each manager under the present arrangement will, as 
a member of the new organization, have an office in the 
exchange, where with the general manager there will be 
a weekly review of the situation. 

It is believed that under the combination a material sav- 
ing in salaries and expenses for salesmen will be efifected. 
Roughly it is estimated the cut will be exactly in two. 

The claim is made for the new plan that under it each 
unit instead of having, say, two salesmen as formerly will 
be given the advantage of six or seven. 

One of the benefits claimed by the members of the 
new group is that through reduction of operating cost the 
contributing units will be enabled to buy better pictures, 
which they say should work out to the advantage of all. 

The expense of maintenance will be borne according to 
the booking returns to each unit, and consequently if the 
product of any one exchange falls too low the others may 
ad\ ise the securing of more attractive product. 

It is believed that in the working out the independent 
exchanges will secure in the field the same generous repre- 
sentation that at present is obtained by the members of 
the larger chain groups. 

Beyond a doubt the success of the innovation will rest 
primarily upon the integrity of the general manager and 
the several salesmen. If an even break is given to each 
unit — and plans are designed to guarantee that end so far 
as humanly possible — the Consolidated should be a "go." 

That the experiment will be closely watched there is 
every reason to believe. 

One of the most prominent men in the industry declared 
on Monday he personally was following its progress with 
very close interest. 

'T think every producer and distributor will do the same 
thing," he said. "The project never has been attempted be- 
fore and no one knows anything about it." 


THE story in last week's issue of Exhibitors Trade 
Review outlining the experiences of Manager Vine- 
berg, of Albany, in dealing with spooning couples 
touched upon a phase of exhibiting which from the day 
of the first motion picture theatre has been a matter of 
concern to its owner. 

One of the chief causes of complaint on the part of 
patrons against the acts of self-absorbed and over-enthu- 
siastic couples is that it detracts their attention from the 
story that is being told on the screen. 

No man that we have known has been able to concen- 
trate on two stories at one time — the one in the seat in 
front of him and the other that is being portrayed by the 
actors whose performance he has paid money to witness. 

In the first place your average individual frequently is 
seized with a feeling that he personally could lend more 
distinction to the portrayal of a given part than is being 
bestowed upon it by the professional actor who has been 
delegated to the role. 

In the second place when there is forced upon his at- 
tention a duplication of scenes usually reserved for the 
family "sofa" in a twilit or even more dimly illuminated 
parlor he is never in doubt that out of his riper experience 
he could so far outshine his callow male neighbor in the 
latter's efforts to entertain his susceptible companion that 
he is bound to look upon the whole proceeding with feel- 
ings of pity not unmixed with contempt. 

We are speaking of the reaction of men. As to the 
women spectators, the situation is different. If we are any 
judge as to what happens in the feminine mind under these 
circumstances it would seem that the story being enacted 
on the screen is ignored in the amusement afforded by the 
comedy-drama perpetrated nearer home. 

Nevertheless there is no question that the actions of in- 
discreet young things provide many a bad quarter of an 
hour for the conscientious and observant theatre manager. 

As Manager Vineberg points out, the first essential is 
that the couple shall be stopped from doing anything that 
will distract or ofifend their neighbors and in a degree re- 
flect upon the management of the house, but also that if 
possible the cessation shall be accomplished without giving 
too much offense to the parties causing the trouble. 

No manager desires to subject patrons to humiliation 
that will cause them to stay away, but his first objective is 
bound to be the observance of decorum on the part of his 
patrons, and to obtain that he is justified in going to any 
necessary limit. 

December 15, 1923 

Page 9 

Lichtman Named General Sales Manager 

of Universal Company 

AL LICHTMAN, veteran film executive, 
who recently joined the Universal home 
office staff, has been appointed by Carl 
Laemmle as general manager of sales, vice 
E. J. Smith, resigned. 

Al Lichtman is one of the most experienced 
and best known sales executives in the film 
business. He had much to do with building 
up the sales organization of Famous Players 
in its early days, and later was the head of 
Artcraft. Between times he organized Alco, 
the company which later became Metro. 
More recently he was at the head of Asso- 
ciated Exhibitors and later of Preferred 

Mr. Lichtman has one of the widest ac- 
quaintances among exchangemen and exhib- 
itors of any one in the industry. For ten 
years he has sold film, beginning with Fa- 
mous Players when that company began and 
growing with it. Before entering on the 
selling end he had considerable experience 
as an exhibitor. 

The new general sales manager of Uni- 
versal has extended his wide circle of friends 
by his practice of attending important con- 
ventions. Almost invariably at these meet- 
ings he has been called upon to address the 
delegates at the banquets. Among the more 
recent of these occasions was the national 
gathering in Chicago, last summer, at which 
time he confirmed the growing impression that 
he was developing a distinct type of humor. 

One of the contributing factors to his suc- 
cess when on his feet and addressing a throng 
of exhibitors is his readiness to tell a story 
on himself. 

Is Salesman Always 

There have been times, though, when talk- 
ing to exhibitors at conventions where there 
was little opportunity for the discussion of 
lighter things — when he was, in other words, 
explaining rhatters of company policy in which 
the theatre owners were vitally interested. 

One of these occasions was a convention 
in Atlantic City three or four years ago when 
he faced an audience none too cordial in the 
beginning, but which heartily applauded him 
when he finished his remarks. He is always 
a salesman, and will put over a proposition 
with a throng as readily as he will with an 

Lichtman, upon joining the Universal or- 
ganization last week, took over the direction 
of "The Hunchback of Notre Dame," which 
is being presented throughout the country un- 
der special arrangements. He will continue 
to supervise "The Hunchback" presentations 
in addition to directing the Universal sales 

Mr. Smith has two propositions under ad- 
visement but is anxious to take a short rest 
before plunging again into the business in 
which he has spent the last ten vears of Iiis 

Lichtman takes over the Universal sales or- 
ganization at a time when it is contemplat- 
ing the most active period of Universal's ca- 
reer. Executives at 1600 Broadway confi- 
deptly say that "Universal is in the saddle'" 
this vear. The list of big pictures released by 
the big film company this fall has eclipsed 
by far any similar output by the Laemmle 

Full Fall Schedule 

Starting off with "Merry-Go-Round," the 
big spectacle drama which has astounded 
film men and hung up neW' box-office records 
from coast to coast, the Universal releases 
have included "A Chapter in Her Life," 
"Drifting." a new Priscilla Dean picture 
adapted from a popular play, "Thundering 


Dawn," Harry Carson's colorful melodrama 
of the South Seas ; "The Acquittal," the 
screen adaptation of the celebrated Broadway 
mystery play, which has been hailed by re- 
viewers as a "100 percent picture," and the 
first feature picture with Baby Peggy, "The 
Darling of New York." 
The fall release schedule of Universal 

A MEETING of the National Board of 
Directors of the Motion Picture Thea- 
tre Owners of America was held at 
the Hotel Willard, Washington, Friday and 
Saturday, November 30 and December I at 
which time an invitation was extended to all 
organizations to join them in presenting a 
united front on the elimination of the tax. 

The meeting was attended by representa- 
tives from all parts of the country, and among 
those were Harry Davis, Pittsburgh ; J. S. 
Phillips, Fort Worth, Texas; E. J. White, 
Montana; William Bender, Jr., South Bend, 
Ind. ; R. F. Woodhull, Dover, N. J.; Fred 
Seegert, Milwaukee; W. A. True, Hartford, 
Conn. ; G. 'G. Schmidt, Indianapolis ; Joseph 
Mogler, St. Louis ; H. J. Schad, Reading, 
Pa. ; Julian Brylawski, Washington, D. C. ; 
George Aarons, Philadelphia ; Martin G. 
.Smith, Toledo ; Jules Greenstone, Rochester, 
N. Y. ; Charles Rappaport, Philadelphia ; 
Tom Moore, Washington, D. C. ; John Mc- 
Guirk, Philadelphia, and Sydney S. Cohen, 
New York. 

The first day's session was devoted to a 
report of the activities of the men in their 
various states with their members of congress, 
and there were general discussions of both lo- 
cal and national importance on questions 
touching the film industry in general and 
more particularly with the repeal of the 
various taxes, viz : the admission tax, seat 
tax, music tax, and other national legislative 
affairs. Many of the members present had 

Jewels include several other big productions 
just nearing the screen. They are "A Lady 
of Quality," Virginia Valli's first big Jewel 
vehicle, adapted from Frances Hodgson Bur- 
nett's popular novel, and which has been made 
as an elaborate Hobart Henley Production ; 
and "Sporting Youth," a Universal Jewel 
starring Reginald Denny, supported by Laura 
La Plante, now a Universal attraction star. 

The Universal fall release schedule is said 
to be only an earnest of the high quality 
pictures that company will put out during 
the coming months. In addition to those 
already listed for early release, five more 
Universal Jewels are tentatively scheduled for 
the first part oi 1924. They include "The 
Signal Tower," a Virginia Valli production 
adapted from a story by Wadsworth Camp; 
"The Turmoil," a Hobart Henley Production 
of Booth Tarkington's celebrated novel, with 
George Hackathorne in the leading role; 
"The Inheritors," a new Mary Philbin Jewel ; 
"Love Insurance," another Reginald Denny 
production, and "Mitzi," starring Mary Phil- 
bin, in an adaptation of the famous novel by 
Delly, the French literary prize winner. 

"With such a list of proved successes and 
future releases. Universal is in a most en- 
viable position for the coming year," said 
Lichtman upon taking the reins in the Uni- 
versal sales department. "I have been in 
the film business almost since its inception, 
but I never faced such a promising season. 
Mr. Laemmle's production schedule has given 
me the best possible ammunition with which 
to establish Universal without question as the 
foremost company in the field. Nineteen 
twenty-four will be Universal's year. Watch 
me put it over." 

the opportunity of meeting their representa- 
tives at Washington. 

The second day's session was devoted to 
a discussion of the report of the activities of 
the National Legislative Committee, which 
had been appointed some time ago for the 
purpose of securing legislative relief and the 
repeal of the above taxes. All work of the 
Legislative Committee was approved and they 
were instructed to proceed with their en- 
deavors and to do such things as would bring 
about the success of their efforts along these 
lines. The following resolution was unani- 
mously adopted : 

"Whereas, The officers and directors of the 
Motion Picture Theatre Owners of America 
in meeting assembled at the Hotel Willard, 
Washington, D. C, November 30 and De- 
cember 1, 1923, having received the report of 
the activities, work and accomplishments of 
the National Legislative Committee of tl»e 
Motion Picture Theatre Owners of America 
since the last meeting looking toward the re- 
peal of the burdensome admission taxes, and 
invitations having previously been extended to 
any and all interested in this problem to co- 
operate with the Motion Picture Theatre 
Owners of America ; now, then, be it 

Resolved, That the Motion Picture Thea- 
tre Owners of America at this time again ex- 
tend a hearty and cordial invitation to any 
and all organizations which may desire to help 
present a united front to the end that the re- 
peal of the admission taxes be effected. 

Invite Co-operation on Tax 

National Board of Directors of Theatre Owners 
Hold Sessions in National Capital 

Page 10 

Exhibitors Trade Reviett) 


Sees Quick Rebound to Normal Con- 
ditions in Industry 

JAMES R. GRAINGER, general manager 
of sales for Goldwyn-Cosmopolitan, has 
returned from his trip to the Goldwyn studios 
in Culver City and to many of the company's 
exchanges. He reports exhibitors throughout 
the country as enthusiastic about the quality 
of the pictures which they have had from 
the distributing corporation and that rnany of 
the films are breaking records in various of 
the big cities. 

Mr. Grainger watched the business being 
done by the releases of his corporation and 
became more firmly convinced than ever that 
Goldwyn-Cosmopolitan is on the right track 
in this time of disturbed conditions in the 

Mr. Grainger expressed confidence in the 
return of the industry to more normal con- 
ditions within a short time. He found pro- 
duction at the Goldwyn studios in full swing. 

Alan Crosland was just completing Elinor 
Glyn's "Three Weeks," Emmett Flynn was in 
the final stages of "Nellie, the Beautiful Cloak 
Model" ; Rupert Hughes was making prepara- 
tion to begin photography on "True as 
Steel," his next original screen story, and 
Victor Seastrom was selecting locations for 
his second Goldwyn picture. 

"There has been no slump in Goldwyn pro- 
duction," said Mr. Grainger. "The studio is 
working on schedule, and the number of pic- 
tures planned for this season will be com- 
pleted. 'Three Weeks' is going to hand the 
industry something new — as big a surprise 
as Victor Seastrom's 'Name the Man !' which, 
in my opinion, is the picture of the year. 
New productions are under way which will 
keep up the high standard of those which we 
have been releasing." 

Mr. Grainger reported that "Little Old 
New York ' showed to its greatest business 
at the Roosevelt Theatre, Chicago, while he 
w;as in that city, and the film has been run- 
ning to capacity, or very close to it, every 
day since it opened there in September. 


Announcement has just been made that 
Miss Delight Evans, who will continue her 
feature writing for Screenland Magazine and 
the Morning Telegraph, has associated her- 
self with Harry Reichenbach and the Samuel 
Goldwyn publicity force. Here she will con- 
fine her efforts to the Fitzmaurice produc- 

For six years Miss Evans was on Photo- 
play Magazine, in which time she became as- 
sociate editor. Then she went to Screenland. 


On Friday night, November 23, the ushers 
at McVickers Theatre, Chicago, were hosts 
to all other departments, holding their first 
annual reception and dance in the lobby of 
the theatre from midnight to 4 A. M. 

A five piece orchestra supplied music 
for dancing, and refreshments were served 
The affair proved to be one of the most demo- 
cratic stunts ever staged in the big organiza- 
tion. Director of Music Spitalny leading the 
grand march. 


Herbert Standing died in Los Angeles De- 
ember 5, after an illness of five weeks. He 
was seventy-seven years old. A widow, two 
daughters and five sons, all actors, survive 

Mr. Standing, who has been working on the 
scfeen for nine years, was one of its best 
loved players. In his career on the stage he 
had supported many of the world's stars, 
among them Irving and Wyndham. 


This is Betty Compson in her famous dress, the one 
she wears in "Woman to Woman," distributed by 


Advertising Head Will Devote His 
Time to Fiction Writing 

BOB DEXTER, advertising and publicity 
director for Associated First National 
Pictures, Inc., has resigned, to take effect De- 
cember 29, in order to devote himself ex- 
clusively to fiction writing. 

Dexter enjoys the distinction of being one 
of the youngest and at the same time one 
of the more successful advertising men in the 
motion picture business. His career started 
in Australia, where after several years' ex- 
perience as a reporter and cartoonist he be- 
came assistant to C. L. Yearsley, in charge 
of the advertising and exploitation for J. D. 
Williams' enterprises. 

When Yearsley came to America Dexter 
was apopinted his successor, although he had 
just passed his twenty-first birthday. A few 
years later he followed his former chief to 
New York and joined the advertising depart- 
ment of First National. 

When last June Yearsley, who had been 
head of the department almost from the be- 
ginning of First National, departed for a 
three months' vacation Dexter was assigned 
to take charge. Following the resignation 
of Yearsley at the termination of his vaca- 
tion Dexter was formally appointed director 
of advertising and publicity. 

But along with motion picture work, par- 
ticularly during the first year of his stay 
in America, Dexter found time to write con- 
siderable fiction, which was so well received 
that he was offered a contract by one of 
the largest nublishinp- combines in the coun- 
try. Recently this offer was renewed and ac- 
cented at an even more attractive figure. 

Dexter will leave First National with the 
best wishes of all his associates. 


Vitagraph Executive Resigns to Join 
New Organization 

WILLIAM WRIGHT has severed his 
connection with the old group of motion 
picture pioneer producers who were of the 
"Big Six" when the industry was young. 
William "Kalem" Wright has left Vitagraph 
and has gone to the "Chronicles of America." 

Mr. Wright was with Kalem from the 
day of its organization until the day its 
affairs were wound up, when he joined Vita- 
graph at the invtation of his old friend, Al- 
bert E. Smith, the president. 

It was under Mr. Wright's management 
that Kalem made one of the really great 
contributions to the industry, "From the 
Manger to the Cross," directed by Sidney 
Olcott, which Vitagraph is now releasing and 
which has not lost any of its popularity in 
the thirteen years since the Kalem organ- 
ization went to Palestine to film the scenes. 
The sincerity with which this religious sub- 
ject was produced has given it longer life 
than any other effort along similar themes. 

The credit for this production belongs to 
William "Kalem" Wright. It was his idea 
that the company send a staff and cast to 

Mr. Wright leaves Vitagraph with the best 
wishes of every member of the organization 
from President Albert E. Smith to the of- 
fice boys. 

The dinner given Harry Reichenbach by 
two hundred or more of his friends at the 
Ritz on the evening of Wednesday, November 
28, was an unqualified success. Many out 
of the ordinary stunts were put on in the 
course of the evening. 

As each guest entered the Crystal Room 
in which the banquet was held, an individual 
motion picture was taken. Arthur Miller, 
cameraman for George Fitzmaurice, was the 

The waiters were attired during the evening 
as policemen, convicts, ballet dancers and bol- 
shevists and materially contributed to the gen- 
eral mirth. 

The speakers were introduced by Senator 
James J. Walker, who was toastmaster. These 
included "Bugs" Baer, Willie Collier, Nathan 
Burkan, Samuel Goldwyn, Richard Rowland 
and the guest of honor. 

On the screen behind the guests' table there 
were shown an up-to-date Topics of the Day 
reel and an animated cartoon from the studio 
of Max Fleischer, entitled "The Life of 
Harry Reichenbach." Herb Crooker, attired 
in the garb of the circus ring, officiated as 
barker prior to the dinner. 

The committee in charge was William 
Brandt, Samuel L. Rothafel and Joe Dannen- 


Colleen Moore, featured player in "Flam- 
ing Youth," a First National picture, arrived 
in New York on Thanksgiving Day, in plenty 
of time to see her picture's reception at the 
Strand theatre. Miss Moore, who in private 
life is Mrs. John McCormick, arrived with 
her husband, western representative of As- 
sociated First National Pictures. 

Mr. McCormick will spend much of his 
time in conference with First National offi- 
cials on production plans for the coming sea- 
son. It is his first visit East in more than 
a year. Miss Moore is finding her time 
largely taken up by interviewers and newspa- 
per writers. 

Miss Moore completed her newest picture 
"The Swamp Angel" immediately before leav- 
ing for New York. 


December 15, 1923 

Page 11 


Two-Day Session of Theatre Owners 
Is Largely Attended 

Oklahoma Citv, December 4, 1923. 

vened in annual session at Oklahoma Citj-, 
December 3 and 4, with the largest and best 
attendance in its history. 

The meetings were presided over by Morris 
Lowenstein, vice-president, in place of Presi- 
dent Ralph Talbot, who was unable to attend. 

A new constitution, by-laws, and code of 
ethics was adopted. Slides for both Na- 
tional and Service Associations were recom- 

A resolution was adopted requesting both 
United States Senators and Congressmen to 
vote for repeal of the tax on admissions. 

All theatre managers were requested to ask 
Congressmen for tax repeal. Salesmen also 
were requested to ask for this action from 
Theatre Managers in their districts. 

The selling of films to non-theatrical in- 
stitutions showing pictures where admissions 
are charged was condemned. 

The association condemned being required 
to give box-office receipts to any one. Em- 
ployment of an attorney by the executive 
committee was authorized. 

A inotion was carried that the question 
of reciprocal insurance be investigated with 
a view to its adoption. 

Tom Ryan, representing the Film Board 
adjusting bureau, gave a talk, and answered 
many questions. 

L. W. Brophy of Muskogee gave an in- 
structive address on the repeal of the war 
tax. Secretary of the Treasury Mellon's 
recommendation of the repeal of this tax has 
met the hearty approval of the movie men. 

A grand ball was given Monday night, the 
convention adjourning Tuesday night with a 
banquet. The next annual meeting will be 
held at Oklahoma City. 

The following officers were elected : Ralph 
Talbot, Tulsa, president: Morris Lowenstein, 
Oklahoma City, vice-president: L. W. Brophy, 
Muskogee, secretary: Harry Britton, Norman, 
treasurer. Executive Committee, John Feeney, 
Henryetta : Fred Pickerel. Ponca Citv: A. B. 
Momand, Shawnee: J. H. Moulder, Sapulpa : 
Bill Smith, Tulsa. 


Sam Bullock, of the public service depart- 
ment of the Motion Picture Theatre Owners 
of Ohio, was a welcome caller at the office 
of ExHiBiTOR.s TR.^nE Review this week. Mr. 
Bullock, in company with President Martin 

G. Smith of the Ohio exhibitors, attended 
the gathering in Washington last week called 
by President Sydney S. Cohen and following 
the adjournment stopped over in New York. 

Air. Bullock said organization matters in 
Ohio were serene. During the past two years 
the head of the public service department has 
three times covered the eighty-eight counties 
of the state. 

Aiuch consideration is being given by the 
members of the Ohio body to the situation 
in Canton, where two weeks ago the theatres 
were closed on Sunday through the efforts 
of the blue law advocates. The action was 
based on an ancient statute, under which the 
courts have declared that a motion picture 
entertainment is a theatrical performance. 
Last week the reformers jumped to Youngs- 

President Smith and his associates are tak- 
ing steps to meet the situation. 


Says Griffith and Carey Units Take 
Up Too Much of His Time 

CHARLES R. ROGERS announces his 
resignation as an officer of Mastodon 
Films, Inc., and Burr-Rogers Production Cor- 
poration. Mr. Rogers explains he finds he 
cannot give these two companies as much 
of his time and attention as they require, 
owing to the fact that he is so actively en- 
gaged in the Corinne Griffith and Hunt 
Stromberg-Harry Carey units. 

Mr. Rogers will, however, continue to 
maintain offices at 135 West Forty-fourth 

The producer states that during his recent 
visit to Los Angeles the Corinne Griffith 
company went into production of "Lilies of 
the Field," and that the Harry Carey com- 
pany started its first subject to be released 
by the Hodkinson company. 


Martha Mansfield died in San Antonio No- 
vember 30 as a result of burns received the 
day before. Thanksgiving Day. Miss Mans- 
field was wearing a flimsy dress, portraying 
tlie civil war period, and the garment quickh- 
broke into flames. 

The player was taken to a hospital, but 
the shock she had suffered was too severe. 

Miss Alansfield was working in a Fox Pro- 
duction, and recently had completed a por- 
trayal of the head model in "Potash and 


Irving Lesser, Departing for West, 
Talks of 'Chocolate Candy' 

TRYING M. LESSER, vice-president of and 
eastern representative for Principal Pic- 
tures Corporation, left for the Pacific Coast 
this week to hold an important conference on 
production, distribution and general activities 
of Principal with Sol Lesser and Michael 
Rosenberg, the other officials of the organiza- 

Before departing Mr. Lesser announced 
that Principal Pictures was going ahead with 
production on a big scale. The motion picture 
business, he asserted, is just as good as if not 
better than it ever has been. If there is any 
trouble in the industry, Mr. Lesser said, it 
is not due to apathy on the part of motion 
picture patrons or lack of enthusiasm by the 
exhibitor, but rather "too much chocolate 
candy" in production. 

"Stupendous productions are all right — till 
the public grows tired of them," said Air. 
Lesser. "In various business enterprises it 
is imperative to study the law of demand 
before tackling the law of supply. This is 
not difficult to ascertain. The answer is 
given when you ask yourself what you want 
to see. You want to see plays well told that 
have a bearing on your own surroundings and 
your own life. 

"This is the policy Principal Pictures has 
pursued since its organization, and this is 
the policy that has brought us prosperity 
and good will on the part of the exhibitor. 

"Principal follows the policy of offering 
the best actors obtainable, the best stories and 
fitting scenic surroundings." 


L. Ernest Ouimet, president of Laval Photo- 
plays Ltd., is now in New York with a 
print of his first production which has as 
a working title "The Vital Question." 

Mr. Ouimet takes pride in the fact that 
his picture was made on a common sense 
basis : that no large salaries were paid, al- 
though he had an excellent cast ; and that 
every expenditure was made under his per- 
sonal supervision and after careful examina- 
tion as to whether it was necessary. 

"I didn't want to make a picture that looked 
cheap," says Mr. Ouimet, "but I did want 
to make one where it would be possible for 
everyone to make a reasonable profit. I am 
proud to say that my first feature represents 
a cost that everyone said was impossible 
before I started production. As for the qual- 
ity of the picture — well I'll let it speak for 

Some of the two hundred diners "among thofe r-Tesent" at the testimonial dinner to Harry Reichenbach at 
the Ritz November 28 and all of whcm told the "industry's toastmaster" how highly they regarded him. 

Page 12 

Exhibitors Trade Review 

Producer of "The Eternal City," and associated with 
Samuel Goldwyn 


Confers With Sabatini on Adaptation 

of 'Captain Blood' 

\ LBERT E. SMITH, president of Vita- 
graph, has returned from London, where 
he met Rafael Sabatini, author of "Captain 
Blood," world picture rights to which Mr. 
Smith purchased. He had the exceptional ex- 
perience of spending a day with the author 
and tramping over the scenes near Bridge- 
water, where the Duke of Monmouth entered 
England in his rebellion against James II in 

"It was one of the most interesting days 
I have ever spent," Mr. Smith said at Vita- 
graph Studios in Brooklyn. "Sabatini is a 
young man of splendid vision. To be guided 
by hirn over the landscape which he describes 
so intimately in his novel and to learn by 
word of mouth from the author himself how 
he reconstructed the scenes of three hundred 
years ago brought back vividly to me the old 
towns of Bridgewater and Sedgemoor and 
re-peopled Oglethorpe's Farm, where the 
dramatic incident which began Peter Blood's 
odyssey was enacted. 

"The sea fights will be the greatest effort 
at filming water battles ever attempted, and 
I am safeguarding their accuracy in detail. 
In London I engaged a shipwright who is an 
expert on ancient shipbuilding. With him I 
visited the British and London museums and 
examined the models of craft of England, 
France and Spain of the latter part of the 
seventeenth century. He is now searching 
Europe for any such craft that may be avail- 
able; and is also preparing plans which will 
enable us to build such ships as may be 
needed. When his plans are finished he will 
come to the United States and join the Vita- 
graph forces at Hollywood, where production 
will begin sometime early in the spring." 

Mr. Smith announced that J. Stuart Black- 
ton, who has' just completed at the Brooklyn 
Studios, "Let Not Man Put Asunder." the 
picturization of the famous novel on divorce 
by Basil King, will go to California for his 
next Vitagraph picture, the subject of which 
has not vet been decided. 

Mr. Smith returns to Hollywood in two 
weeks, accompanied by Mrs. Smith, who made 
the trip abroad with him. He said that he 
contemplated no let up at all in Vitagraph 
production. David Smith is busy finishing 
"Red Roses." adaoted from the novel bv 
Georere Randolph Chester. The Blackton and 
Drivid Smith units will continue production 

as swiftly as stories are prepared for filming. 
Mr. Smith saw the first of the French unit's 
picture, "The Beggar of Saint Sulpice," while 
in Paris. This unit, he said, was working di- 
rectly for the European market and would 
begin another picture at once. There are 
also being released by Vitagraph the Charles 
E. Blaney productions and two Whitman Ben- 
nett pictures, "The Leavenworth Case*' and 
"Loyal Lives." The first of the Blaney pic- 
tures is "The Love Bandit." 


Earle JT . Hammons Says Self-Centered 

Director Is Yet Uncontrolled 

TN the padding of feature pictures into unwar 
ranted lengths there is peril for the busi- 
ness of exhibition, according to Earle W. 
Hammons, president of Educational Film Ex- 
changes, Inc. L^ndoubtedly salaries paid stars 
and directors are in most cases ridiculously 
high, he concedes, but the blame must not all 
be placed there. 

Mr. Hammons calls attention to the fact 
that while there was a free discussion of the 
long feature problem early in the year never- 
theless the self-centred type of director, seek- 
ing personal glory before the general welfare 
of the industry, goes merrily on dragging out 
his picture. 

Due to this action, the Educational head 
says, it is practically impossible for an exhib- 
itor to build up a program of varied enter- 

Mr. Hammons cites an instance of a popu- 
lar novel offered a director for screening and 
being refused on the ground that it lacked 
material for six reels. Another director ac- 
cepted the story and converted it into eleven 

Every successful showman, it is pointed out, 
has appealed to his public through the variety 
and novelty of his entertainment. 

"Volume business is the only thing that will 
keep the motion picture industry going," says 
Mr. Hammons. "That is just as true from 
the exhibitor's standpoint as it is from the 
producer's or distributor's." 


This week the office of Warner Brothers 
was the scene of a convention, exchange heads 
having come to discuss methods of co-opera- 
tion between exchanges and exhibitors, as 
well as to examine prints of new pictures. 

Among the exchangemen in New York are 
Arthur Cohan and Phil Kaufman of Regal 
Films, Canada; W. D. Shapiro, of Franklin 
Film Company, Boston ; W. G. Underwood, 
of Specialty Film, Dallas ; Oscar Oldknow, 
of Southern State Film, Atlanta; L. Berman, 
of Independent Film Company, Philadelphia. 

Without an exception the exchangemen re- 
port excellent trade conditions in their terri- 


B. P. Schulberg announces that Gasnier 
soon will leave for Monte Carlo to take ex- 
teriors for "Poisoned Paradise," Robert W. 
Service's story now in production as a Pre- 
ferred Picture. 

The original plan was to reconstruct on the 
Schulberg lot the principal buildings of the 
resort, but it has been decided to take these 
street scenes in the locale described hy Ser- 
vice. The contingent to make the trip will 
not, however, be a large one, consisting of 
Director Gasnier and his cameraman, Clara 
Bow and Kenneth Harlan, who play the lead- 
ing roles. 

New vice president of the Hal Roach studios, for- 
merly Pathe feature sales manager 


Carl Laemmle Says Terms Are $1.65 
Top and Two-a-Day 

DAME," Universal's big spectacle drama, 
will immediately be made available to regular 
motion picture theatres, Carl Laemmle an- 
nounces. The production is now enjoying spe- 
cial presentations in legitimate theatres 
throughout the country. It is in its thirteenth 
week at the Astor Theatre, New York City. 

The Universal chief stipulates two condi- 
tions to be fullfilled by exhibitors playir.ii 
"The Hunchback." One is that a reasonable 
number of seats must be held at $1.65 top. 
and the other is that the picture shall be 
presented on a two-a-day basis. These con- 
ditions are necessary for the time being, he 
asserts, to maintain the prestige of the pro- 
duction and assure it a real run. 

In a statement addressed to all exhibitors, 
Mr. Laemmle deplored the necessity of show- 
ing "The Hunchback" in legitimate theatres, 
but explained the reasons therefor and out- 
lined his plan for a special arrangement re- 
lease of the picture to regular cinema houses. 

"Much against my own desire, I am show- 
ing 'The Hunchback of Notre Dame' in vari- 
ous legitimate theatres throughout the United 
States," says Mr. Laemmle. "I am making a 
profit on these showings and at the same time 
I am preparing the way for the exhibitor who 
will show it later on at popular prices. 

"The only reason I have chosen legitimate 
theatres is because the picture simply must 
have a real run and most exhibitors up to 
now have been fearful of changing their 
policy to two-a-day and charging $L65 top. 

"Now that I am in the midst of 'road- 
showing" the big production, I find that ex- 
hibitors of importance are changing their at- 
titude and are showing a disposition to change 
their policy, thus cutting legitimate theatres 
out of the picture business. 

"I approve of this with all my heart and 
soul. Wherever I have found a first-class 
picture house that is willing to change its 
policy by showing 'The Hunchback of Notre 
Dame' twice a day at $1.65 top, I have given 
it the preference over any legitimate theatre. 

"I stand ready to do this wherever it is 

Al Lichtman, veteran film man who recently 
affiliated with the Universal Pictures Cor- 
poration, has taken over the supervision of 
the country-wide presentations of "The 
Hunchback." So' far, these presentations have 
been mostly in legitimate houses. 

December 15, 1923 

Page 13 

Goldwyn player who leads in 'Wild Oranges' 


Veteran Actor Arrives in New York 
After Ten Years' Absence 

q-'HEODORE ROBERTS, who en- 
acts the role of Moses in "The Ten 
Commandments," says that portraying 
the lawgiver in the Old Testament 
scenes of the production was the most 
inspiring work of his career. 

Mr. Roberts, for the first time in ten 
years, has come East on a professional 

At a luncheon last week he told the 
motion picture men of his dwelling on 
Mount Sinai and his ordeal on the Rock 
of Moses where he suffered keenly in 
the chilly blasts whilst guiding the 
people across the wind-swept bed of the 
Red Sea. 

After the plagues of Egypt and the 
miracle-working, the climax shows the 
prophet on Mount Sinai receiving the 
Divine commands as flaming characters 
in the sky. 

He. engraves the letters on stone and 
descends to the valley where the break- 
ers of the First Commandment — the 
worshippers of the Golden Calf — are 
destroyed by God's thunderbolts. 

"It is only natural to think that such 
a picturi7.ation might give offence," said 
Mr. Roberts, "but all my doubts were 
swept away by the reverent sincerity 
of the directing by Cecil B. De Mille. 

"The grandeur of the settings and the 
ancient psalmody of the Palestine Jews 
who took part in the exodus to the 
wilderness were both profoundly mov- 

"To enact this God-given leader in 
the early uplift of the race, was an in- 
tense em(^tional experience I can never 

"In our Egyptian scenes," said the 
veteran actor, "the crowds were so vast 
that I was lost in them." 

Mr. De Mille's biblical "City of 
Raamses" was peopled by many thous- 
ands of human and animal "extras." It 
was the Egypt of Tutankh-amen's time 
reconstructed on the sand dunes of cen- 
tral California. 

The wonder of the achievement is the 
more apparent when you consider that 
the Bible part is of an introductory na- 
ture to the modern story." 


Part 8 
New Business 

By George Rice 

MY partner and I were fully aware of 
the fact that any theatre will die un- 
less the normal loss in patronage is 
counterbalanced by procuring new cus- 
tomers. * 

When we asked Thomas about it, he 
said: "Start your advertising campaign." 
We then began a systematic plan of at- 
tack by ordering cards, folders and a small 
booklet to distribute. 

We got one of the tradesmen to furnish 
us with the addresses of the new people in 

The letter carrier on our beat also fur- 
nished new names in exchange for a season 
ticket for himself and family. Almost 
daily he had a new one for us to send 
a programme to. 

The clerk at the city hall provided us 
with a list of purchasers of estates, 
and the minister of the church in the dis- 
trict supplied names of newly married 

We had an arrangement with the hotel 
management by which the night clerk 
could hand one of our programmes to any 
guest who appeared to be wanting some- 
where to go for an evening's entertain- 

Howe joined the Young Men's Christian 
Association mnch against his wishes. 

Kt my lodge I frequently met the 
young people of the town, as well as some 
of the pioneers. I would diplomatically 
talk "shop" with them, telling them when 
we had an especially fine picture. I also 
left some of our advertising on the table 
with good results. 

I tried to get one of our girls to join 
the Young Women's Christian Association 
with the idea of interesting the members 
in our shows. 

This girl told me that she could get 
more young people interested in our 
theatres if we paid her way to the toe 
dances and cabaret parties which were in 
full sway in town just then. 

I was reluctant at first, but finally con- 
sented. An increase in attendance of the 
young people of the cabaret class occurred 
almost immediately. 

It seems that our girl was not at all 
backward in proclaiming the merits of the 
pictures exhibited in our houses. 

She provided the young men with whom 
she supped or danced with programmes of 
forthcoming pictures. 

She would impress them with the idea 
that they should see such and such a pic- 

Almost always the young man would 
attend and bring his girl with him and 
sometimes a party of young men and 
women, all of which made business for us. 

I can safely assert that this enterprising 
young girl attracted more new customers 
to our theatres from the dancing and cab- 
aretting set than Howe and I did from the 
lodge and the Y. 

Thus we struggled on. We were not 
yet safely off the rocks, but we were going 
on nicely. 

We did not think so much about a call 
from the sheriff as formerly. 

Some money was beginning to touch our 
palms after running expenses were paid. 
This was encouraging. 

(To be continued) 

Star of Goldwyn's 'In the Palace of the King' 


Associated Head Says Co-operation 
with Producer Necessary 

A RTHUR S. KANE, President of 
-'^ Associated Exhibitors, is now in 
Los Angeles. In commenting on the 
film industry, he m_ade the following 

"Unless Exhibitors and, through them 
the public, come to the support of a 
great number of high cost productions 
there will be a greatly depleted bankroll 
m the producing and distributing 
branches of the industry. 

"The duty of everyone in the business 
for this year is very plain. It is to 
stimulate attendance for all these big 
attractions to the greatest extent pos- 
sible, so that the greatest rentals that 
can possibly be paid will be realized to 
finance producing for 1924-1925. 

"There is another way out for the 
producers of course, and that is, if they 
come out _of this season with their fi- 
nances seriously curtailed they will 
have to make' cheap shows. I do not 
believe the Exhibitors want this, for all 
over the country they have been spend- 
ing millions on beautiful new motion pic- 
ture palaces. 

"Nobody wants Exhibitors to run 
such costly pictures at certain losses to 
th emselves, but what should be done 
IS to create and get every dollar possible 
for these big attractions, because the 
producers of them need the support now 
as never before. 

"Exhibition business generally is pros- 
perous. There are only two problems 
confronting the industry this season, as 
I have said, and these two are: 

First, to stimulate attendance to the 
highest point possible on all the big 

Second, to return to the producer every 
dollar that the Exhibitor can afford, to 
enable the producer to continue in busi- 
ness and to make the caliber of produc- 
tion which both the public and the Ex- 
hibitor require. 

On his part the producer does not 
intend to use this money in making gen- 
erally such high cost attractions another 
season and putting the same burden on 
the Exhibitor and the public, but to 
make hig'i-class attractions at consider- 
ably lower cost." 

Page 14 

Exhibitors Trade Review 

In the making of Pathe's "Crystal Ascension" the beautiful Cascade M ountains were used as a background. On horseback and with pack mules 
the party encircled Green Lake on its way to the vast sno w regions at the top of the stately peak, "South Sister." 

Mount Hood, one of the grandest mountains of the West, is so difficult to climb that it seemed impossible for Pathe to utihze its beauties 
filming of their production. They solved the problem by sending out their cast and staff on foot. 

Camera Captures Cascade Range for 'Crystal Ascension' 

Western Mouritains and Lakes Used as a Background for New Pathe Production. 

December 15, 1923 Page 15 

The Exhibitors' Round Tabic *" 


TJ N. BRITTEN, Acting Secretary of the 
-'-^» Theatre Owners' and Managers Asso- 
ciation of Oklahoma, writes us, announcing 
that organization's Semi-Annual Convention, 
to be held in Oklahoma City, December Jrd 
and 4th. 

Their Spring Convention was worked out 
on the lines of a co-operative spirit, all meet- 
ings being open to both Association members 
and Exchange Managers, and was so success- 
ful that they decided to hold this one in the 
same manner. 

One and all, they express their enthusiasm 
over the idea and their letter, addressed to 
all exhibitors is full proof of the spirit be- 
hind the organization. 

It reads in part ; 

"The several Oklahoma City Exchange 
Managers have all assured us that they will 
give their full co-operation and have gone to 
work with as much enthusiasm as we are 
giving it ourselves. The convention will be 
held along the same lines as our March meet- 
ing. An Exhibitor-Distributor Get Together 
Meeting, at which time you can bring up your 
grief and get some backing. 

"Several important matters have come up 
which are of vital interest to each and every 
exhibitor in the state. The Film Board of 
Trade will be fully explained and argued. This 
matter, unless you are familiar with it, is 
well worth understanding thoroughly. An- 
other matter which will come up is a Re- 
ciprocal Insurance Plan, which if put over, 
will be a great benefit to exhibitors in a sav- 
ings on premiums and also a much more satis- 
factory form of policy. 

"You have no doubt, received a letter from 
the Oklahoma City, Chamber of Commerce, 
advising that they are interested in our con- 

"This letter is just a forerunner advising 
you of the dates, that you can begin making 
preparations to come in, as soon as all of 
the details have been worked out, you will be 
advised further. Remember, to accomplish 
big things requires co-operation. Can we 
count on yours? One of the biggest things 
in the past few years is the repeal of the 
Admission Tax, if it goes through, and it 
looks very favorable to us, 

"Don't sit .back with the 'Let George Do 
It' idea, but get some of the old pep in 
your blood and come in and get some of the 
grapes for yourself. 

"Yours for the greatest convention ever." 

Circle Has Author as Guest 

On Wednesday afternoon, November 28th, 
Booth Tarkington, Mrs. Tarkington, and a 
chosen few of the famous author's friends, 
viewed one of his latest efforts, "Cameo 
Kirby," in the private projection room at the 
Circle Theatre, Indianapolis. "Cameo Kirby,'" 
which was written some years ago by Mr. 
Tarkington and Harry Leon Wilson, and en- 
joyed a considerable success on the legitimate 
stage, features John Gilbert in the leading 
role, with Gertrude Olmsted opposite him. 

Mr. Tarkington was more than pleased with 
the results of the production, which was 
directed by John Ford, and presents Gilbert 
in the role of the swashbuckling gambler who 
uses his winnings for charitable purposes. 

The Name and the Game 

C. Sharpe-Minor famous novelty organist, is 
at the Circle Theatre, Indianapolis; for an 
indefinite period, bringing to the patrons of 
that well known theatre the sort of musical 
program that has been delighting fans in 
Buffalo, Los Angeles and cities in the Middle 
West. Mr. Minor has been spending the last 

five weeks in Indianapolis, and his popularity 
increases with each succeeding program. 

Modest Altschuler, a symphony conductor 
for many years, has been giving symphonic 
overtures in addition to synchronizing each 
feature picture with an individual musical 
setting. Mr. Minor was added to the musical 
staff to give the lighter musical touch, for the 
taste of some patrons who appreciate that 
sort of thing. Together, they are working 
for a finished product in the way of a musical 
program to suit one and all of the audience. 

Boon to Matinee Business 

St. Louis has another sky -tickler, which 
will prove a big boon to the matinee busi- 
ness in the Missouri — at present a great prob; 

On January 1st, the new Missouri Theatre 
Building, a twelve story structure will open 
its doors to tenants. The office building was 
raised while the theatre was operating. 

Herschel Stuart feels that a Woolworth 
store would be a big benefit to the afternoon 
performances because of the women it would 
attract, and it is understood negotiations are 
under way. 

Salary Cuts Not Felt 

Several Cincinnati exchanges report that 
the cut in salary of stars and the curtailment 
of production of pictures has not yet af- 
fected the market. Most houses are booked 
up several months ahead, but no change is 
anticipated, as the majority of people want 
the best plays, regardless of what star is being 
featured. It is the prevalent belief that plays 
will be of a better type when the stars are 
not featured so heavily. 

Oregon Pioneer Recovers 

Friends of Ezra Meeker, nationally known 
pioneer and Oregon trail blazer, are rejoic- 
ing in the complete recovery of the "93-year- 
young" man, from a severe attack of throat 
trouble that all but resulted in pneumonia. 
Mr. Meeker, besides being a trail blazer is 
also an author and of late, a motion pic- 
ture promoter. He was eager to recover his 
strength, to resume his historical motion pic- 
ture plans, and engaged a room at the Hotel 
Frye, as soon as physicians permitted. He 
was cared for at the home of his grandson. 
Dr. Templeton. 

Out Kansas Way- 
Just when a few of some of the small- 
er down town exhibitors of Kansas City 
were beginning to bite their thumbs and won- 
der where business had gone to, Frank L. 
Newman of the Newman theatre started the 
ball rolling with a Thanksgiving revue made 
up mostly of local talent. It brought patrons 
wading through seven inches of snow to ca- 
pacity houses. Here is the manner in which 
the Kansas City Star styled Mr. Newman^s 
revue : 

A plentitude of amusement is in store for 
partakers of the Newman theatre's Thanks- 
giving feast ■ 



"Katinka" Overture 


"The' Scarecrows" 

.... Pauline Aycuff and Marie Kelly, dancers 

Vocal duet Brooks and Ross 


"Baby Sister Blues" and "Alibi Baby" 

Misses Elliott and Kelly 


Eccentric dance Hardy and Lefree 


'-'Singing the Blues" Madlyn Worth 


"Until Tomorrow 

.... Misses Elliott, Aycuff, Brooks and Ross 

Songs and Sayings Leon Leonard 


"The Eternal Three" With Hobart Bosworth 

Breathes Easy Again 

The inflated situation existing among down 
town theatres of Kansas City a week ago 
is no more. Four stock companies, in addi- 
tion to the regular legitimate and motion 
picture houses, playing to (reported) large 
crowds, have slipped beyond the horizon and 
exhibitors again are breathing easy. The 
houses which "hit the rocks" with stock com- 
panies are the Garden, Empress, Grand and 
Mi ssouri theatres. The latter, owned by the 
Shuberts, is playing feature pictures. 

Always a Way Out 

Charles Greime, of the Ivan L. Theatre, 
Blaine, Wash., is not to be outwitted by the 
prohibiting of fight pictures for showings in 
this country. He booked the Dempsey-Firpo 
film and the Leonard-Tendler picture, and 
staged a double-header, in a house at White 
Rock, B. C, just across the border. Greime 
appeared_ in Seattle, plugging for the event 
and leaving window cards and tickets to sell 
at $1.00 each, behind him, about ten days 
ahead of his play date. He drew a good 
crowd, not only from Seattle, but from 
Everett, Bellingham and all the small towns 
in the northern part of the state. 

Mayor Has Stage Fright 

A little impromptu scenario, in which 
Mayor Cromwell of Kansas City was to have 
appeared at the Main Street theatre with 
Louise Lovely, screen star, as the concluding 
performance of a week in which amateurs 
had been given an opportunity to face the 
camera, led to a good deal of "razzing" 
by newspapers when the city executive got 
"cold feet" and failed to appear at the theatre. 

This parting shot from the Kansas City 
Star : 

"Possibly the mayor's stage fright was 
based upon the statement of the actress in 
her Hollywood defense speech that 'many 
people in the movies do not think what they 
are doing." 

Dance Hall Versus Movies 

J. W. Sayre, exploitation chief of the 
Greater Theatres Company, and editor of 
Screenland, a local fan publication of the 
■Jensen and Von Herberg houses here, went 
to the mat last week in a spirited reply to an 
attack by Mrs. Elizabeth Harris, a dance 
hall matron, against the movies and city play- 
grounds. Mrs. Harris, in an address 'before 
the Commonwealth Club, denounced both, 
making certain assertions that were both un- 
true and uncalled for. In championing the 
movies, _ Mr. Sayre challenged her to point 
out a single instance where a film had been 
shown in Seattle during recent vears, that 
had the ef¥ect on the minds of the voung folks 
that she intimated in her speech. ' Mr. Sayre 
proclaimed his resentment against the attack, 
declaring that he had no particular objection 
to the dance halls but certainly did resent 
the reflection that had been cast upon moving 
pictures and playgrounds. The dance halls 
he said, were merely recreational and purely 
commercial, whereas the moving pictures had 
an educational value in addition. He quoted 
from_ a statement by Afa. B. Keves, former 
district attorney of Los Angeles.' who said: 
"During my entire career I have yet to 
see any criminal who accredited the crime for 
which he was convicted, to the movies." 

Page 16 

Exhibitors Trade Review 

Manager of three Canadian theatres: His Majesty's, 
the Sherbrooke and the Family Theatres, of Mon- 

Round Table Briefs 

Evidently there was a lurking "hunch" that 
A. H. Cole, assistant manager of the Kansas 
City Paramount branch, did not have enough 
to worry about around the office whon the 
grief of taking charge of the accessories de- 
partment was added to his duties, 

Charles S. Sasseen has re-opened his Tre- 
mont Theatre at Galveston, Texas. 

Film salesmen in the Kansas City terri- 
tory have little on their managers when it 
comes to "hitting the road." E. C. Rhoden 
of First National is now on his "nth" tour 
of Western Kansas, while Roy Churchill of 
F. B. O. is "out and at 'em" again; 

James Cardina will open his beautiful new 
neighborhood theatre, the Varsity on Wed- 
nesday evening, November 28 with the Vita- 
graph production, "Pioneer Trails." 

J. J. Hegman, manager of a motion picture 
theatre pleaded guilty in Justice Court to 
opening his house on Sunday at Austin, 
Texas, and was fined $80. 

An unusually good year in both motion pic- 
ture and theatrical circles was predicted by 
Roy Crawford, vice-president and treasurer 
of Associated Exhibitors, who returned to 
New York last week. 

The Kansas City Film Board of Trade has, 
announced that it definitely will put an end 
to the bicycling of film in the Kansas City 

territory. It is alleged that several exhib- 
itors in the territory, despite repeated warn- 
ings, have booked film for two nights, show- 
ing it only one night and reselling it for the 
extra day to a neighbor exhibitor. ' 

L. L. Dent has taken over the Unique Thea- 
tre at El Paso, Texas. 

J. S. Walker has purchased the Alamo 
Theatre at Moody, Texas, from E. L. Black. 

Saul Harris has opened his new Kempner 
Theatre at Little Rock, Ark. 

Breig Brothers, of Scranton, Pa., have 
been awarded the contract to erect the new 
$250,000 theatre that the Comer ford Amuse- 
ment Co., of Scranton, Pa., owners of 65 
playhouses, will erect at Pittston, Pa. 

Henry E. Wilkinson has resigned as man- 
ager of the Dependable Pictures exchange, ef- 
fective December 1 at which time he will be 
succeeded by Jim Speer now at the Albany 

"Pioneer Trails" broke the house record 
at the Albany theatre in Schenectady, N. Y., 
last week. It received much exploitation. 

The plan of reciprocal insurance for 
Kansas motion picture theatre owners is 
meeting with great approval, according to 
C. E. Cook, business manager of the M. P. 
T. O. Kansas. Under the reciprocal insur- 
ance arrangement the cost of insurance to an 
individual exhibitor will be reduced about 30 
per cent annually. 

G. H. Boynton, Jr., is improving his Royal 
Theatre at Hamilton, Texas, and added new 
seats with new front and handsome interior 

F. S. Horton has opened the new Grand thea- 
tre at Hope, Ark., closed during the summer. 

Operators and theatres have signed a new 
scale at Galveston, Texas, following a walk- 
out in August. Practically the same wage 
scale and working conditions were renewed, 
but the managers were successful in having 
some new men to replace the walkouts re- 
tained and taken into the union. 

The Proxtor Street Blue Mouse in Ta- 
coma, planned along the lines of the Seattle 
Blue Mouse, was opened recently. It will be 
under the direction of John Hamrick and 
under the management of J. William Houck, 
who also manages the Seattle house. Mayor 
Fawcett made the opening address. 

Myers and Ford have opened their new 
Arcade in La Grande, Ore., which was fur- 
nished b^y B. F. Shearer, Inc. 

Through Colonel W. H. Price, K. C, 
Provincial Treasurer of Ontario, the mov- 
ing picture studio at Trenton (formerly op- 
erated by the Adanac Producing Co.) has 
been purchased for $30,000; wherein the On- 

Widely known exhibitor, and President of the Moun- 
tain States Theatre Corp. Manager of hte Princess, 
Rialto and Queen in Denyer. 

tario government will produce its own pic- 
tures, including educational, agricultural, 
scenic and other subjects. 

The New Hubbell at Trenton, Mo., owned 
by M. H. Hubbell, has been completely re- 
modeled. A Hope-Jones pipe organ was in- 

G. E. Terhune, Arcade theatre, Walla 
Walla, Wash., has just re-seated the house 
with 450 new Heywood-Wakefield opera 

Adolph and Sol Samuels are on an ex- 
tended auto tour through Florida. 

J. Holden, formerly of Universal Exchange 
in New York, will assume the managership 
of the Universal Exchange in Cincinnati. 

Fred Taylor has opened a new motion pic- 
ture theatre at Rising Star, Texas. 

Howard Price Kingsmore is planning an 
elaborate Christmas party for the poor chil- 
dren of Atlanta. He will give them a 
special show at which a discarded toy will 
admit them. He has enlisted charitable or- 
ganizations to provide, candy, nuts, etc. 

D. Clarke, formerly of Detroit, Mich., has 
become assistant to the Canadian manager at 
the Toronto headquarters of the Famous- 
Lasky Film Service, Limited. 

Standard Film Service Company, Cincin- 
nati, reports that its business is good. "May- 
time" has been exceedingly popular and 
enough prints to satisfy the trade cannot be 
secured at the present time. 


Pioneer on the Pacific Coast, 
manager of six theatres. 

Active showman of Gaiety, 
at Sorel, Quebec 

Manager of one of Allen's 
houses, Westraount, Mont. 

General Manager of Associa- 
tion Theatres, New York 

Manager of the American, at 
Oakland, California 


If Columbus had seen this 
egg he wouldn't have dis- 
covered America. 

He'd have stayed home 
to laugh. 




in Two Reel Comedies 

''Telling the cock-eyed world'* 

This is the man of high renown 
Who rocks the ribs in every town, 

Who rolls his laughs like a mighty wave 
And just can't make his eyes behave! 

Most recent rib rockers 

"Asleep at the Switch," a railroad riot. 

"The Dare Devil," why serials aren't serious. 

"Ten Thousand Dollars or Ten Days," or 
why judges jug a joker. 


1^ MARK 



The Old Wild West in a 
most exciting serial 

In 1848 almost the entire country west of the Mis- 
sissippi was a howling wilderness, inhabited only 
by bloodthirsty Indians, and ranged by wild beasts. 

Wagon trains of hardy pioneers, seeking the virgin 
soil of the prairie or the gold of California, set out 
daily on the long and dangerous trail. They were 
attacked by Indians; they starved; they died for 
lack of water, but the survivors pushed on past the 
dead in a steady stream. 


Emerson Hough took this great and dramatic period of our his- 
tory and wove it into a wonderful story. Pathe has put it into 
a wonderful serial, with Allene Ray, Harold Miller and an im- 
portant cast. 

It is a super-feature, only it is continued over ten weeks. It is 
an entirely new type of serial. 

And at the same time was produced a great feature from 
the same great story. The feature is now ready. 


— ngr — 



TRADE / ^-^^MARl^^^^^^^^^^^ 



CEOROE a. seiTz_> 

Bringing Home 
the Bacon 


Hal Roach presents 


in Two Reel Comedies 

Laurel is making *em all look 
to their laurels 

If a chap tried to keep from laughing at Laurel he'd 
die a quick death from suppressed emotion. 

Hal Roach knows how to pick the good ones; and when 
he picks 'em they stay picked, for he puts them in the 
kind of pictures that make them famous. 

Laurel is to two reel comedies what bacon is to eggs; 
and he brings it home. 



December 15, 1923 

Page 17 



Mae Murray's Latest Picture Declared 
to Be the Best Yet 

lYJAE MURRAY'S newest Metro star- 
ring picture, "Fashion Row" is ready 
for release this week. Arrangements are 
now under way to give it an elaborate 
Broadway presentation after which it will 
have a general release throughout the 

"Fashion Row" was shown privately 
here in New York before a group of Metro 
officials among whom were Marcus Loew, 
W. E. Atkinson, E. M. Saunders, J. E. D. 
Meador and M. H. Hoffman, general 
manager of Tiffany Productions. It 
brought forth enthusiastic praise. It is 
the best story that Miss Murray has ever 
had, full of straight appealing drama. 
Miss Murray portrays a dual role and 
succeeds in doing the best acting of her 

"Fashion Row" reveals a wealth of 
striking gowns, some of which were im- 
ported especially for this production from 
the shops of Paris and others were made 
after designs and sketches made by Miss 
Murray herself who is an adept at picturing 
what she wants created for her. Inciden- 
tally there is great interest in "Fashion 
Row" because some of the gowns that 
Miss Murray will w^ear were made after 
designs submitted in the contests that were 
staged as part of the exploitation on Miss 
Murray's latest picture in distribution, 
"The French Doll." 

"Fashion Row" will also reveal for the 
first time in this country a series of dances 
that are current in out-of-the-way corners 
of the world. Miss Murray has studied 
the folk dances of Europe and Asia and 
will exhibit these from time to time in 
her forthcoming picture. 

Horace Jackson, who has built and de- 
signed sets for numerous screen produc- 
tions and who is rated as one of the fore- 
most artists in the country, designed and 
supervised the building of the sets for 
"Fashion Row." Here for the first time 
will be seen the new technique which Mr. 
Leonard and Miss Murray have perfected 
after several years of experimentation. It 
i-s intended to portray the mood of the 
characters in each individual scene by cer- 
tain effects of line, light and color in the 
background. Something of the same sort 
was done in the famous picture, "The 
Cabinet of Dr. Caligari," which was ex- 
hibited in this country several seasons- ago. 

Mr. Leonard and Miss Murray have 
been working on their theory quite inde- 
pendently of experiments of the same sort 
that were being carried on elsewhere, not- 
ably in Europe. West coast observers who 
have seen "Fashion Row" in production, 
say that a startling new theory has been 
evolved that must effect the art of the 
screen when it is become known. 


The fourth of the series of single reel 
comedy dramas based on the Bruce Barton 
has just been completed under the super- 
visions of John L. McCutcheon for Motion 
Pictures Arts, Incorporated, for release by 
the Standard Cinema Corporation. 

Leslie King, who played "Humpo" in 
"If Winter Comes" and Maud Hill play 
the leads, and S. Edward Graham directed. 
Others in the cast were Paul Walters, 
Annettee Earl, Edward Roseman and Rita 
Abrams. James S. Brown cranked. 

If there really is such a thing as a gateway to 
Heaven, it is not un'ike!y that it looks like this 
one in Selznick's "Woman to Woman." We imagine 
even St. Peter would be proud of such an entrance. 


During the absence of Emory Johnson, 
who is spending a week or more in quest 
of locations for his next F. B. O. produc- 
tion in San Francisco, Emilie Johnson, his 
talented mother, is in charge of the John- 
son production interests in Hollywood. 
Mrs. Johnson is oersonally selecting the 
cast to support Mary Carr and Johnie 
Walker in the leading roles. 


Child Star to Be Featured Soon im 
'Captain January' Film 

AN adaptation of "Captain January" will 
be Baby Peggy's first feature produc- 
tion for Principal Pictures Corporation, 
according to Sol Lesser, president of the 

"I believe our selection of 'Captain Janu- 
ary' for Baby Peggy's first feature," says 
Lesser, "is a happy one, for it seems as if 
the story must have been written expressly 
for our little star. The child in the book 
possesses all the endearing charms that 
we are anxious to bring out in Baby 
Peggy, and the action of the story con- 
tains a wealth of emotional work that I 
know Baby Peggy is capable of portray- 

"Captain January" is an old light-house 
keeper who finds a tiny baby washed 
ashore, the sole survivor of a great ship- 
wreck. He rears the baby in his lighthouse 
home, and a wonderful love develops be- 
tween the hoary old sea captain and the 
dainty little child. The "heavy" in the 
story is a wealthy and well meaning aunt 
who shows up twice and tries to take the 
little girl away from her Daddy-Captain. 

Lesser is carrying out his intention of 
surrounding Baby Peggy with the best 
talent obtainable in the making of her 
pictures. Eve Unsell, clever freelance 
writer, who recently finished work on 
"Long Live the King" with Jackie Coogan, 
nnd "Shadows of Paris" with Pola Negri, 
has been engaged to collaborate with John 
Gray on the scenario for "Captain Janu- 

Edward F. Cline, whose recent achieve- 
ments include "Circus Days" with Jackie 
Coogan, a picturization of George M. Co- 
han's "The Meanest Man in the World," 
and Harold Bell Wright in "When a Man's 
a Man," will put "Captain January" into 
production within two weeks. 

Harold Shaw, directing the Metro Productions of "The Fool's Awakening," is at the mercy of h's leading 
lady, Enid Bennett, if he wants to come to any more of their four o'clock tea parties. Harrison Ford 
' and Alec Francis stand by helping Enid Bennett give orders to Mr. Shaw 

Page 18 

Exhibitors Trade Review 


Pathes Yale Press Schedule Now 
N earing Completion 

T? APID progress is being made on the ex- 
*• tensive production schedule of Yale Uni- 
versity Press in its screen series of historical 
dramas for distribution by Pathe. The un- 
usual success which has attended the presen- 
tation the first two numbers of this group in 
prominent first-run theatres has added fresh 
impetus to the production activities, and sev- 
eral additional subjects will shortly be ready 
for distribution. 

The two numbers of the "Chronicles of 
America" series already released by Pathe, 
are "Columbus, ' which was made available 
by Pathe on October 7th; and "Jamestown," 
which was issued November 4th. Both these 
subjects have been extensively booked and 
have been attracting a remarkable amount of 
favorable comment on the part of newspaper 
editors and leaders in professional and civic 

The next subject to be released is "\'in- 
cennes." This deals with the historic cam- 
paign of George Rogers Clark against thi 
British stronghold of \^incennes during the 
Revolutionary W'ar — replete with thrilling 
and dramatic episodes of this eventful period. 
Following "A'incennes" on the release sched- 
ule will be "Daniel Boone,' which has been 
set for December 30th. 

Already completed are "The Frontier 
\\'oman,'' directed by Webster Campbell, 
which is said to throw into high relief the 
heroic part played by women in the pioneer 
life of America ; and "Peter Stuyvesant." 
directed by Frank Tuttle and dealing with 
the Dutch settlement on the Hudson. 

In preparation are "Wolf and Montcalm" 
and "The Gateway of the West." Scenes 
for the former are being shot this week at 
Wliitestone and Camp Upton, Long Island, 
under the direction of Kenneth Webb. Over 
500 extras are engaged in these scenes to- 
gether with a detachment of infantry, of the 
regular army and a company of marines, who 
are participating with the express permissioi- 
of General Lejeume at the Marine headquar- 
ters in Washington. The exteriors for "The 
Gateway of the W est" are being shot at 
Hendersonville, N. C, under the direction of 
Webster Campbell and the personal super- 
vision of Prof. Nathaniel Stephenson, emi- 
nent historian and author. This subject intro- 
duces George Washington as a young officer 
of the garrison of Fort Necessity in 1754. 



The next film contingent to betake itself 
to foreign lands will set out in the near fu- 
ture from the Schulberg Studios in Los An- 
geles, bound for Monte Carlo. The trip 
will be made in the interests of securing 
true locations for Robert W. Service's story, 
"Poisoned Paradise" which is now being pro- 
duced as a Preferred Picture. The party 

In Pathe's "One Cylinder Love" did the villain 
still pursue her? Not after he felt the gentle 
persuader, poked at an angle which immediately broke 
up the well known triangle 

will include Karl Struss, Clara Bow and a 
few other members of the cast. Director Gas- 
nier will supervise the entire project. 


The greatest mob scenes ever filmed are 
being planned b)' Charles Brabin for his 
Goldwyn production of Lew Wallace s "Ben 
Hur," according to dispatches from Italy. 

Brabin and technical workers from the 
Goldwyn studios are now preparing to begin 
camera work on the story, which is planned 
as the most lavish production ever made for 
the screen. 

Thirty-five thousand Italian Fascist! will 
change from black shirt to toga for mob 
scenes in the big production, Brabin cables. 

The entire picture will be filmed in Europe. 
Brabin and Edward Bowes, Goldwyn vice- 
president, are now in Turin, Italy, and will 
be joined soon by June Mathis, editorial di- 
rector of the company, who adapted "Ben 
Hur" to the screen. 


Mai St. Clair, recently engaged by Robert- 
son-Cole to film a new series of H. C. Wit- 
wer stories, is busy taking screen tests of 
young women with a view of selecting one 
for the leading role. The central character 
of the new series will be a telephone opera- 
tor, with a degree of big town flip and so- 
phistication. More than a dozen young 
women have already taken the tests at the 
Robertson- Cole studio with the result as yet 


Zeidman Preparing Production of 

Shakespeare Series 

rjPON the return to Los Angeles recently 
^ of Michael Rosenberg, Secretarv, and Sol 
Lesser, President of Principal Pictures Cor- 
poration, a contract was made with Bennie 
Zeldman for a series of feature productions 
to be released by the Principal organization. 

Zeidman is now preparing to make a mod- 
ern version of Shakespeare's "The Taming 
of the Shrew" and has engaged, through 
courtesy of Famous Players-Lasky Corpora- 
tion, Bebe Daniels for the leading role. 

Aliss Daniels will enact the part of the 
Shrew and is looking forward to her role 
with no little anticipation. 

Production will be carried on at the Gar- 
son Studios, due to the fact Baby Peggy s 
first picture will begin in the near future 
and much studio space will be required for 

Casting is now being carried on at Prin- 
cipal Pictures Studios and according to Zeid- 
man, the remainder of the cast will be se- 
lected from the best available artists. 

Through the courtesy of Warner Brothers, 
the services of William Beaudine have been 
obtained as director of the production. Work 
will be started immediately after sets are 
completed and the remaining artists engaged. 


"The Old Fool," an Outlook Production, 
dealing with the conflict of the old and the 
young in the home, has now been completed 
and will be released by the W. W. Hodkin- 
son Corporation sometime this month. 

Four generations are depicted in the pic- 
ture. Most of the action revolves about 
Granddad Steele, an old Civil war veteran 
and his grandson, Johnny. 

There has been assembled a splendid cast, 
headed by James Barrows, Lloyd Hughes, 
Betty Francisco and Louise Fazenda. Air. 
Barrows is a veteran of both the screen and 
the legitimate. He is close to seventy years 
of age and was the original squire in "Way 
Down East." 

"The Old Fool" was directed by E. D. V en- 
turini, well-known in the industry on both 
the artistic and directorial sides. 


Twenty-five thousand votes were cast in 
the "Loyal Lives popularity contest for mail- 
carriers at Warren, Ohio. This contest was 
arranged by the Tribune of that city and the 
Duchess Theatre which played the Whitman 
Bennett special based on the life of post 
office employees. The twenty-three carriers 
of the city were entered in the contest and the 
son, who has a total vote of 7,061. The stunt 
attracted great comment. 

'T'HE power of interpretation 
-^through facial expression is 
graphically illustrated in both 
these scenes. At the left, 
from "Jealous Husbands/' one 
needs no inside information 
to determine what is going 
on behind the wide ooen, fear- 
struck eyes. On the right, 
from "Forgive and Forget." 
a human being at bay is as 
concretely suggested as 
though one were reading the 
manuscript at the point 
where this tense moment is 

December 15, 1923 

Page 19 

Up and Down Main Street 


Rivoli and Strand Will Play New 
Warner Productions 

TIGER ROSE" and "Lucretia Lombard," 
two Warner productions are to have their 
premieres on Broadway during the corning 
week, the former being booked by the Rivoh, 
and the Strand having accepted the latter. 

Hugo Reisenfeld of the RivoH, after a pri- 
vate screening of "Tiger Rose," was layish 
in his praise of the film having been particu- 
larly impressed by the performance of Le- 
nore Ulrich who, he believes, will make a 
greater sensation in her screen characteriza- 
tion of the title role than she did in the same 
role on the legitimate stage. 

He also expressed himself as being appre- 
ciative of the fine work of Sidney Franklin in 
directing the picture in which he has suc- 
ceeded in maintaining continuous action 
throughout without once sacrificing the 
smoothness of the story, according to Mr. 

Over at the Strand, Joseph Plunkett is very 
enthusiastic about "Lucretia Lombard,'" a 
screen version of Kathleen Norris' novel of 
the same name. Mr. Plunkett declares that 
the picture has unusually well sustained ac- 
tion, exciting situations, and a cast which 
seems to have been made to order for the 
various parts. 

For purposes of exploitation, Warners 
have adopted a unique method in releasing 
"Lucretia Lombard." The innovation con- 
sists in releasing the picture under two names 
and giving exhibitors the choice of either, ac- 
cording to which will be more attractive to 
their peculiar audience. The extra title reads, 
"Flaming Passion" from the novel "Lucretia 

Advance reports on both pictures, indicate 
that these two Broadway showings will be 
watched with much interest by the trade at 

Fred Dresberg who controls the first run 
situation in Cleveland, after reviewing these 
two pictures said, "They are two exceptional- 
ly fine productions and I think the producers 
have hit the art of how pictures should be 
made.'" By way of backing up his opinion, 
the gentleman has assigned early dates for 
both pictures. 

As a further testimonial of what the Cleve- 
land folks think of Warner productions, 
Harry Charnas, president of the Film 
Classics of Cleveland, Cincinnati, Detroit, and 
Pittsburgh offered to buy back from Mr. 
Dresberg the Warner distribution contract 
and also to lease the State Theatre for him- 
self. The offer was refused. 


Chadwick Pictures Corporation have begun 
to release their series of six big productions 
on the franchise plan for the independents 
for the 1924 season, and the first of these is 
"The Fire Patrol." 

This film is a picturization of the old stage 
melodrama by Hawkins, and Barber, is 
widely known the country over and is still 
being played by stock companies. Mr. 
Stromber is directing the screen version and 
believes he has superceded the situations and 
power of the original play. 

The next release on the program is "Sun- 
shine of Paradise Alley," written by Denamn 
Thompson author of "The Old Homestead." 
In this picture, as in his former success, the 
author has tried to make a popular appeal. 

"Romance of an Actress" the work of the 
author of "The Storni" is the third scheduled 

release and is figured to readily fall in with 
the class of winners. 

A melodrama, "Driven from Home," writ- 
ten several years ago by Hal Reid will fol- 
low next in line, and as a melodrama it is 
hoped that it will be well received. 

The fifth production, and one which is fig- 
ured to go very well indeed because it exploits 
a fairly fresh field of heroism, is "The Coast 
Guard" by Louis Mitchell. The story is a 
drama of the lives of the men of the coast 

Last on the scheduled list is "The Sham- 
rock and the Rose" screen version of the stage 
success of the same name written by Owen 
Davis. The screen version will permit of a 
great many elaborations and much more lav- 
ishness of setting than the play did, and for 
this reason Chadwick believes it will be even 
more successful. 


Following the opening on November 25th 
of "The Unknown Purple," at the California 
Theatre in Los Angeles, Manager Fred Miller 
sent the following telegram to M. H. Hoff- 
man, vice-president of Truart : 

" 'Unknown Purple' opened at California 
Theatre today to capacity at every show. A 
continuous line waiting outside all evening: A 
great picture beautifully directed and per- 
fectly acted by a great cast. Congratulations." 

The picture is booked to play an indefinite 
run at the California, and Manager Miller in 
his exploitation is laying particular stress 
upon the members of the cast. 


Announcement has been made that Daniel 
Carsin Goodman's next production for 
Equity, will be ready for its premiere show- 
ing within the next two weeks. Cutting and 
titling is proceeding rapidly and according to 
Equity, the film is figured to be the best 
ever produced by Dr. Goodman. 

The picture will go by the name of "Week- 
End Husbands" and features Alma Rubens 
in the stellar role. 


Fox Announces Three Pictures to Be 
Distributed Now 

OX announced for release this week, "The 
Net," a murder mystery drama featuring 
Barbara Castleton, Raymond Bloomer and Al- 
bert Roscoe. The story is of a woman who 
in desperation because her husband is to be 
held for murder, goes into the street and finds 
a stranger who has lost his memory, and 
pretends he is her husband. 

When his memory returns he realizes his 
position and is finally freed of the charge. 
The real husband, in the face of arrest, com- 
mits suicide and the man marries the wife. 

Scheduled for release the same week is 
"Cupid's Fireman," the screen adaptation of 
Richard Harding Davis' story, "Andy Mc- 
Gee's Chorus Girl." The tale presents Charles 
Jones, the star, in a series of dramatic situa- 
tions behind the footlights where he goes in 
search of the young dancer who has won his 
heart. The picture was directed by William 

The third picture on the program of re- 
leases is Dustin Farnum's latest starring pic- 
ture, "Kentucky Days." Farnum plays the 
role of a young Southerner who, through cir- 
cumstances is forced to join the California 
gold rush of "49, leaving his young bride at 
the_ mercy of an unscrupulous cousin. A 
series of dramatic episodes including a furi- 
ous desert storm carries the young miner on 
to a smashing climax. Maigaret Fielding 
who played Mabel in "If Winter Comes," 
Bruce Gordon, and William De VauU are 
the principals in the cast. 

A great deal of time, money, and attention 
have been concentrated on all three films with 
an eye to making them real big. Unusual box 
office attractions and much publicity will be 
given them in an effort to give them solid 
backing. The three of them have themes 
which answer the popular demand and yet 
each is totally different from the other. 

"Kentucky Days" fits into the class of pic- 
ture a demand for which has been created 
by the appearance of "The Covered Wagon." 

Maurice Tourneur, director of 'Torment' for First National, mimica Ed Wynn's performance in "The 
Perfect Fool" while Ed gets a close up on the man who has borrowed his hat, cane and glasses, for 
the occasion. The picture featuring the comedian is now playing the Pacific Coast. 

Page 20 

Exhibitors Trade Review 


Film to Be Pushed by Officials 
of Catholic Institution 

A SAFE, clean, inspirational, educational 
and artistic photoplay of high standard, 
worthy the patronage of every Catholic in 
the Diocese," was the endorsement won by 
the Associated Authors' picture, "Richard 
the Lion-Hearted," from the Rev. Thomas 
F. Levan, president of the De Paul Uni- 
versity, Chicago. 

In a letter to all rectors in Catholic 
churches in the Chicago diocese. Rev. Levan 
called attention to the readiness of the presi- 
dent and faculty of the De Paul University 
to support sincere efforts of producers to 
present educational, artistic, inspirational 
films, and cited the engagement of "Richard 
the Lion-Hearted" at the Randolph Theatre 
in Chicago where it was booked for a first 
run engagement. 

He further called attention to the visualiza- 
tion of the adventures of the hero of the 
Third Crusade, and mentioned the fact that 
Wallace Beery who had the role of King 
Richard in "Robin Hood" had the same char- 
acterization in "Richard the Lion-Hearted.'' 
The letter then went on to say : "Two 
noted scholars of the church have aided in 
making the costumes and settings historically 
accurate. The filial piety as well as the no- 
bility of the mind and the heart of Richard, 
the son of the church, are nobly and beauti- 
fully portrayed. 

"The picture reveals photographic artistry 
of the highest order, carries enough clean 
humor to lighten the tragic parts, and with 
its human interest touches, leaves a lasting 
impression of the devoted, chivalrous, lion- 
hearted king. 

"Arrangements will be made to enable stu- 
dents in our schools to view the photoplay 
at special hours and tickets for seats at the 
theatre will be on sale at all the parishes. 
Students of history and literature will be es- 
pecially interested. 

"Lionel West who is thoroughly familiar 
with the making of the picture will call on 
all the Reverend Pastors and with their per- 
mission will visit all the Catholic schools to 
explain the picture and provide for the sale 
of tickets. 

"Let us demonstrate by our support of this 
photoplay, that the Catholic people of Chi- 
cago desire and will patronize a clean, ar- 

As she appears in the new Chadwick production 
"The Fir^ Patrol." Miss Alden is well known 
as "a mother" having played the part to numerous 

screen celebrities. 

tistic educational film when they are given the 

In a co-operative tie-up made between the 
Randolph management and the authorities of 
the De Paul University, arrangements were 
made that the Catholics of Chicago might pur- 
chase tickets at special rates. 


First National executives in New York 
took the opportunity on November 26 to 
watch the reactions of a tj'pical movie au- 
dience seeing "Boy of Mine," the new J. K. 
McDonald-Booth Tarkington picture which 
will be an early January release. The film 
was shown unannounced to the patrons of the 
Plaza Theatre on 59th street, and invited 
guests of First National. 

The consensus of opinion of not only the 
audience but the fan and trade magazine 
critics present, seemed to indicate a duplica- 
tion of the success of "Penrod and Sam." 

Ben Alexander of "Penrod"' fame, plays 
a featured role in this production which has 
been directed by the same director, William 
Beaudine, although the picture is not primar- 
ily a "kid" film. 

Rockliffe Fellows plays the father who 
cannot understand the heart of his young 


B. S. Moss' Broadway Theatre claims the 
first New York presentation of the newest 
Priscilla Dean picture, "White Tiger." This 
is a new Universal production in which Pris- 
cilla Dean is supported by Raymond Griffith, 
Matt Moore, Wallace Beery and others. 

The film which has been directed by Tod 
Browning, is a story of society life as well 
as life in the New York and London under- 
world. The plot affords a remarkably ver- 
satile vehicle for Miss Dean. 


Crowds which taxed the capacity of the 
Greenwich Theatre, Greenwich, Conn., at 
three performances in one day, witnessed the 
world premiere of the Film Guild feature 
production, "Grit,' ' the Glenn Hunter vehicle 
scheduled for early January release through 

"Grit" which is from an original screen 
story by F. Scott Fitzgerald, is based on the 
gang life and traditions of New York's 
lower east side, and is planned to furnish 
plenty of thrills. 

Glenn Hunter is cast in the role of a 
gangster who finds his heritage through love. 
He is ably supported by Clara Bow, Osgood 
Perkins, Dore Davidson, and others. The 
initial showing at the Greenwich was in the 
nature of a try-out, and as such proved most 


"In the Palace of the King," Goldwyn's 
Emmett Flynn spectacle production, is running 
at the Capitol Theatre, New York, this week. 
The film is based on F. Marion Crawford's 
novel and has been adapted by June Mathis. 

Although the picture is undeniably spectac- 
ular, this has not crowded out the very human 
and highly emotional drama in which the 
King of Spain, his brother and one of his 
generals and his two daughters, are the prin- 
cipal characters. 

The filming of the production is said to 
have been a tremendously expensive proposi- 
tion, involving the construction of a palace 
280 feet high and 300 feet long. 


Milwaukee Corporation to Distribute 
Picture in Wisconsin 

From present indications (the rapidity with 
which numerous and varied territories are be- 
ing signed up) "The Barefoot Boy," the all 
star production which C. B. C. is distributing 
for the Mission Film Corporation, the pic- 
ture is expected to be most heartily received. 

Among those who have already signed up 
the photoplay is the Celebrated Players Film 
Corporation of Milwaukee which was con- 
tracted to distribute the production in the 
Wisconsin territory. 

J. S. Grauman head of the Celebrated, 
wires for a special print of the production to 
be shipped to him, after seeing the very fa- 
vorable criticisms received from the New 
York critics when the picture played its 
premiere run at the Palace Theatre in New 

Following its arrival he screened it imme- 
diately and wired his hearty approval. He is 
planning an unusual exploitation campaign to 
accompany its release in his territory, he has 

The film is a pictorial version of John 
Greenleaf Whittier's immortal poem of the 
poor and downtrodden youngster of whom 
everyone takes advantage and who swears 
someday to have his revenge. In accord with 
this idea when he grows up and becomes suc- 
cessful he returns to the town of his birth 
planning to ruin the town by destroying the 
factory which has made the town progress. 

In carrying out his plan of vengeance he 
comes very near to destroying a girl and boy 
who work in the factory and who have always 
loved him. They are saved, however, and 
"The Barefoot Boy" repents. 


Presumably exhibitors attach a great deal 
of value to Jackie Coogan pictures as holi- 
day favorites for numerous requests for 
bookings for such productions as "Oliver 
Twist," "My Boy," "Trouble," "Daddy" and 
"Circus Days," have been received. 

According to First National exchanges, ex- 
hibitors find that the holiday period, primarily 
belonging to children, just as surely belongs 
to the children's favorite screen star. Many 
showman are bringing the Coogan pictures 
back for their second and third runs. 

Star of C. B. C.'s "The Marriage Market" Pre- 
vious to this most recent success he played in 
"Dulcy," "Heroes of the Street," "The Law of 
the Sea," and other well known films. 

December 15, 1923 

Page 21 

NOVELTY has a big appeal that 
cannot be denied. Why not try 
using these news bits of "players 
we know" on slides, as well as the 
usual method of utiHzing them for your 
programs? Here's a mode of amuse- 
ment during intermission, when the 
average audience is fidgety and impa- 
tient for the continuation of the pro- 


Enid Bennett has been engaged by Metro 
for the picturization of "The Living Past,'| 
taken from Locke's, "The Tale of Triona." 
Others to star are Harrison Ford and Mary 

Ralph E. Bushman, son of Francis X, 
has an important part in Metro's "The Man 
Whom Life Passed By.'" He has inherited 
his father's wonderful physique. 

John S. Robertson, now working on "The 
Enchanted Cottage," is looking forward to his 
trip to Italy, where he will direct Richard 
Barthelmess and Lillian Gish in "Romeo 
and Juliet." 

In Grand-Asher's "Racing Luck," William 
Blaisdell plays the proprietor of a New 
York cafe, where Monty Banks and Helen 
Ferguson make a hit with their dances of 

Billy Bowes, tiny son of Claire Windsor, 
who made his debut in the pictures in "What 
Do Men Want" is working ahead with good 
prospects for following closely in his mother's 


Irene Castle has announced her intention 
of returning once more to pictures after shj 
finishes her present vaudeville tour. 


Viola Dana's get-up as an Apache in "In 
Search of a Thrill," is so realistic it fright- 
ens the star herself. 

Viola Dana, it is reported, is collecting 
some extra gold as an insurance against the 
proverbial rainy day, by running a garage in 
Hollywood. It is stated, however, that she 
doesn't do the actual work herself. 

Priscilla Dean has let it become known 
that she will quit Universal and start mak- 
ing pictures independently. She will be super- 
vised by William Sistrom at the Hollywood 


Dustin Farnum was best man in a "real" 
wedding filmed recently. It happened when a 
popular clergyman of Los Angeles consented 
to play in "Red Roses," and the taking of 
the scene was interrupted by an eloping couple. 
A print was later sent to the bride and groom. 

Pauline Frederick will appear soon with 
Lou Tellegen in a picture to be known as 
"Let No Man Put Asunder." All filmland 
is smiling over this selection since everyone 
knows that both have been principals in a 
number of divorce actions. 


HuNTLY Gordon now playing opposite 
Pola Negri in "My Man," will stay on in 
Hollywood. He has made eight pictures dur- 
ing the last year, among which was "Blue- 
beard's Eighth Wife," opposite Gloria Swan- 

_ Jetta Goudal is to appear soon in "Mar- 
tinique." This will be her first picture in 
which she is the star. 

Malcolm McGregor evidently turns to the stufi that 
runs under bridges, for inspiration in his work in "The 
Human Mill," Allen Holubar's first Metro production. 


George Hackathorne is completing his 
last scenes in "The Turmoil." He desires to 
remain a free lance, playing those roles for 
which he is selected, rather than have pic- 
tures created to star him. 

That William Haines, Goldwyn discov- 
ery, is the "greatest lover" of the screen, is 
the declaration of Peggy Hopkins Joyce, pro- 
fessed connoisseur of the art. This after 
viewing his kissing performance with Eleanor 
Boardman in "Three Wise Fools." 

"Uncle Joe" Hazleton, who appears in 
support of Carlton King in his first feature 
for United Producers, was a page boy in 
Ford's Theatre the night Lincoln was assas- 

Henry Hull by virtue of his Hoosier an- 
cestry will create the leading role in "The 
Hoosier Schoolmaster," by Edward Eggles- 


Justine Johnston, American stage and 
screen beauty, is appearing now on the Lon- 
don stage in "Toni." 


Doris Kenyon, who will shortly be seen 
on the legitimate, plays the leading role in 
"The Love Bandit," first of the Charles E. 
Blaney melodramas, to be released by Vita- 

Rumor has it that Buster Keaton is very 
anxious to break into real big features and 
has a jealous eye on the part of Merton in 
"Merton of the Movies." No one seems 
to know yet if he will succeed in getting 
it or whether Glenn Hunter will again play 
the part. 


Ralph Lewis, F. B. O. star, will play the 
role of a judge in a dramatic narrative of 
small town life, in his first production under 
his own banner. 

LuciEN Littlefield rues the day he decid- 
ed to grow a beard to play in "In the Palace 
of the King." They won't let him cut it 
off. The beard was much in evidence in Sea- 
strom's "Name the Man,"' and is to be re- 
tained to play the King in Goldwyn's "Three 


Buddy Messinger, through the courtesy of 
Julius and Abe Stern of Century Comedies, 
has been loaned to Universal for Baby 
Peggy's latest feature, "The Right to Love."" 

Alice Mills, who played a principal role 
in Vitagraph's "On the Banks of the Wa- 
bash," and supported Pauline Frederick and 
Lou Tellegen in "Let No Man Put Asunder,"' 

is to be the leading woman in western sub- 
jects that Franklyn Farnum is to star in. 
It was in a beauty contest Miss Mills first 
attained public recognition. 

Patsy Ruth Miller, Goldwyn player, ap- 
pearing in "Name the Man," has received 
invitations to visit from fans in Rio de Jan- 
eiro, London, Stockholm, Berlin, Paris and 
Moscow. Wonder if she'll choose Paris? 


"Innocence," in which Anna Q. Nilsson is 
starring, is now completed. 

Ramon Novarro, who played in "Scara- 
mouche," is back at Hollywood, working in 
"Thy Name Is Woman," Niblo's latest Metro- 
Louis B. Mayer attraction. 


George O'Hara has taken up Indian wrest- 
ling, to help keep in training for his work in 
F. B. O.'s "Fighting Blood." His wrestling 
partner is Frankie Adams, well-known physi- 
cal culturist of Hollywood. 


Baby Peggy whose new picture for Uni- 
versal is now under way, in a recent inter- 
view said she didn't like dolls much, but 
adores merry-go-rounds. 


Theodore Roberts our "grand old man" is 
also an active man. He's Doug Jr.'s dad in 
"Stephen Steps Out," and he's also found time 
to appear in a skit in vaudeville, playing at 
the Palace, New York City. 


Milton Sills is again to play with Viola 
Dana, in her next starring vehicle, "Angel- 
Face Molly." 

Sennett's Bathing Beauties are again in 
the lime-light. They are to appear in a new 
comedy, "Trifling." 

Now that Myrtle Stedman has settled in 
her new home at Hollywood, Broadway again 
views her, this time in "Flaming Youth." 

Charlotte Stevens, charming ingenue, has 
returned to the Christie studios. During her 
absence she essayed heavy dramatic roles; 
the most notewort'ny, in a Ben Wilson pro- 
duction featuring Bryant Washburn. She 
will appear opposite Bobby Vernon in "Ride 
'Em Cowboy." 


Constance Talmadge's next starring fea- 
ture is "The Gold Fish," a Schenck produc- 
tion for First National. 

Laurette Taylor is now busy on J. Hart- 
ley Manner's drama "Happiness,"' which is 
being directed by King Vidor. 


Lenorb; Ulrich in an interview stated that 
she intends to make one picture every sum- 
mer. Her next choice will be "The Sun 
Daughter" after which she will become once 
again the little street gamin who has been 
playing "Kiki" for two years on Broadway. 


Tom Wilson has been loaned by Robert- 
son-Cole, to Carlos Productions, for a pic- 
ture Henry Lehman is to produce. 

Claire Windsor is to play the leading fern- 
mine role in "A Son of the Sahara," now 
being filmed in Algeria, Africa. Bert Lytell 
has the male lead. 

Page 22 

Exhibitors Trade Review 

TTHE parents of Angus 
Burke are worthless. The 
father is a thief, the mother 
a wretched invalid. To pro- 
tect her Angus kills the 
sheriff. "Steadfast Heart" is 
intense, gripping, and a pic- 
ture to be remembered. Mary 
Alden plays the mother, 
Walter Louis is Titus Burke. 

TAN are releasing the 
picture. It is adapted from 
the story by Clarence Bud- 
dington Kelland, which ran in 
Collier's Weekly. The his- 
toric town of Fredericksburg, 
Virginia, was used as a back- 
ground. No effort has been 
spared to make it genuine 

T'HE spectacle of a 
small boy being 
tried for murder is 
enough to melt the 
hardest heart. Joseph 
Depew plays the part 
of Angus and little 
Miriam Battista is 
Lydia Canfield. 

are sweet- 
s well as 
steadfast hearts. The 
grown Angus (Joseph 
Striker) is a success- 
ful man. He returns 
and marries Lydia, 
played by Marguerite 

'Steadfast Heart' is Strong and Appealing Study of Small Boy 

Goldwyn-Cosmopolitan Adaptation of Kelland' s Novel Replete with Heart Throbs 
and Drama Which Is Forceful, Gripping and Real. 

December 15, 1923 


Page 23 

'The Day of Faith' 

Goldwyn-CosiuopoHtan Photoplay. Author, 
Arthur Soniers Roche. Scenario By June 
Mathis and Katherine Kavanaiigh. Direc- 
tor, Tod Brozming. Cameraman, William 
E. Fildew. Length, 6557 Feet. 


Jane Maynard Eleanor Boardman 

Michael Anstell Tyrone Power 

Tom Barnett Raymond Griffith 

John Anstell . . Wallace MacDonald 

Montreal Sammy Ford Sterling 

Yegg Darby Charles Conklin 

Granny Maynard Ruby Lafayette 

Red Johnston's Child Jane Mercer 

Uncle Mortimer Edward Martindel 

Bland Hendricks Winter Hall 

Simmons Emmett King 

J°""son Jack Curtis 

Marley Maynard Frederick Vroom 

l^^^" -l-- John Curry 

Samuel Jackson Henry Hebert 

J5/"y. Myles McCarthy 

Morns Robert Dudley 

Jane Maynard opens a mission in the New York 
slums in memory of philantrophist Bland Hendricks. 
Her motto is — "My neighbor is perfect." She wel- 
comes outcasts and faith cures are performed. Mil- 
lionaire Anstell's son John is attracted by Jane. His 
father employs reporter Barnett to ridicule the mis- 
sion. Barnett becomes a convert. Old Anstell then 
backs the mission, believing that in the name of re- 
form he can control the world. Detected, his son 
IS killed by a mob. Barnett and Jane carry on the 
rrission work. 

By George T. Pardy 

IVO expense has been spared in the mak- 
ing of "The Day of Faith," which 
scores heavily from an artistic viewpoint 
and the excellent work of the leading mem- 
bers of its cast. But the story lacks con- 
viction and isn't likely to make many con- 
verts to its avowed theory of — "My neigh- 
bor is perfect," from which a rather tedious 
and complicated plot is evolved. It lacks 
the sincerity of purpose and freedom from 
slushy sentiment which made "The Miracle 
Man" such interesting entertainment. 

And although a sub-title informs the 
spectators that the faith-cure theme ad- 
vanced doesn't conflict with any recognized 
religion, exhibitors inclined to book "The 
Day of Faith" must consider whether their 
patrons will look upon the picture with a 
friendly eye. 

The feature begins and ends with two very 
illogical situations. In the first philanthro- 
pist Bland Hendricks falls a victim to mob 
fury because he turns loose a man whom 
he caught burglarizing his home. The burg- 
lar enters another house, the invalid own- 
er of which falls dead from shock. 

The dead man's daughter and certain 
citizens blame Hendricks; a crowd gathers, 
bent on vengeance and manhandles the 
well-meaning philanthrophist so roughly 
that he passes away. In the final reel 
another rnob kills the son of millionaire 
Anstell simply because a man denounces 
the elder Anstell as a faker. 

Both situations are absurd to the point 
of sheer burlesque, a bad case of melo- 
drama gone mad. Admitting that a mob 
is always unreasonable, men don't rashly 
commit murder unless moved by some ex- 
ceedingly powerful influence, and such in- 
fluence is surely lacking in the incidents 
referred to. 

The faith-cure by which the cynical re- 
porter Tom Barnett regains the full use of 
his limbs does a "reverse-English" stunt on 
the following day. For when millionaire 
Anstell visits and mocks Barnett, the lat- 
ter finds himself crippled again. This is 
something new in the line oT screen mira- 
cles, _ but not particularly impressive or 
convincing. Of course, there are other 
cures which "stay set," so to speak, but 
on the whole the picture fails to deliver 
anythmg in the way of a logical yarn. 

Eleanor Boardman is very sweet and 
charming in the leading role of Jane May- 
nard. Raymond Griffith shares dramatic 
honors with the star by his clever por- 
traj^al of Tom Barnett. Tyrone Power 
gives a powerful performance as Michael 
Anstell, and good support is accorded the 
principals by other members "of the cast. 

The photography throughout is excel- 
lent and the lighting eifective. The film 
can best be exploited as a heart interest 
story of high and low life, with the faith- 
cure angle emphasized and reference made 
to the strength of the cast. 

'The Light That Failed' 

Parainoimt Pliotoplay. Author, Rudyard 
Kipling. Scenario By Jack Cunningham 
and F. McGrcw Willis. Director, George 
Melford. Cameraman, Charles Clarke. 
Length, 6885 Feet. 


Bessie Broke Jacqueline Logan 

Dick Helda Percy Marmont 

Torpenhow David Torrence 

Maisie Wells Sigrid Holmquist 

Madame Binat Mabel Van Buren 

Binat Luke Cosgrave 

Donna Lane Peggy Shaffer 

Young Dick Winston Miller 

Young Maisie Mary Jane Irving 

Dick Heldar, artist, returns from the Soudan to 
London and wins fame through his war sketches. 
He meets his old sweetheart, Maisie. Bessie Broke, 
his model for his masterpiece, causes a quarrel be- 
tween the lovers. Dick goes blind and Bessie de- 
stroys the picture. Later Bessie relents and brings 
the lovers together again, just as Torpenhow, Dick's 
chum, leaves for the front during the World War. 

By George T. Pardy 

THE latest screen version of Rudyard 
Kipling's well known novel is beauti- 
fully photographed, well directed, strong in 
sympathetic appeal and should prove a 
valuable box office attraction for large 
theatres and neighborhood Houses catering 
to critical patronage. 

The story has been brought up-to-date 
by the scenario writers and certain changes 
made in the original text, with rather good 
results from an entertainment standpoint. 
The author's name and the fine work of the 
principals and supporting cast should fur- 
nish satisfactory exploitation material. 

This tale of the war correspondent ar- 
tist who loses his sight just at the time 
when he has painted a masterpiece, which 
is later destroyed by a revengeful model, 
is chiefly remarkable for the excellent 
character sketches of the heroine and hero 
provided by Sigrid Holmquist and Percy 

Miss Holmquist shines forth brigthly as 
a very charming and alluring Maisie, and 
Mr. Marmont's portrayal of Dick Heldar 
adds fre^sh lustre to the screen laurels won 
by that talented actor as Mark Sabre in 
"If Winter Comes." 

David Torrence, as Torpenhow, and 
Jacqueline Logan, as the little guttersnipe, 
Bessie Broke, are also extremely effective, 
and the support is adequate. 

The picture vibrates with intensely 
dramatic situations, among which may be 
mentioned the scene in which the fatal 
curse of blindness descends upon the luck- 
less Heldar, the blotting out of Dick's 
cherished canvas to which he has given his 
soul and last fading moments of sight, the 
fierce battle with the desert tribesmen and 
climax in which the lovers are reunited. 

Qeorge Melford has directed the feature 
with exquisite taste and good judgment, 
the action never drass. 

Exploitation possibilities are numerous 
Amonsf them, a tie-up with book shops and 
educational societies. 

'Anna Christie' 

First National Photoplay. Author, Eugene 
O'Ncil. Scenario by Bradley King. Direc- 
tor, John Grifflth Wray. Length, 7,631 


Anna Chric-tie B:anche Sweet 

Chris Christo-herson George Marion 

Matt Buike William RusselL 

Martha Eugenie Besserer 

Anna, daughter of Chris, coal barge captain, has 
not seen her father since babyhood. During her 
life on a farm she has been betrayed by one man 
and was the mistress of another. Her father, un- 
aware of her past is determined to save her from 
the advances of the sailor folk. She takes a voyage 
with him, falls in love with drunken Matt Burke, 
admits her sins, is rescued from suicide by Chris and 
forgiven by Matt, who is still willing to wed her. 

By George T. Pardy 

AS a stage attraction "Anna Christie'' 
achieved instant and lasting success. In 
transferring it to the screen Thomas H. Ince 
has produced a picture which inherits all the 
vivid, dramatic strength of the original. Con- 
sidered as a work of art it registers one hun- 
dred percent. 

Primitive passions run riot, drunken men, 
outcast women, make love after the way of 
their kind; brawl, fight and struggle in the 
sweep of befouled emotional currents ; the 
red, raw life spewed forth on the waterfront 
of a great city is registered in crude, re- 
pulsively facinating color by the camera. 

No lost motion here, not a foot of film 
without tense meaning or vigorous action,_ a 
feature of immense vitality and absorbing in- 

What its commercial value may be is quite 
another question. The story will shock many 
people. Its brutal realism and savage sex com- 
plications bewilder and sicken sentimental souls 
who prefer entertainment of the light and 
pleasing order. Stage success does not always 
spell screen success. The members of what is 
known as the family circle, who form such a 
large proportion of movie audience, are apt 
to frown on productions, however artistic, 
which deal with disagreeable themes and jolt 
their moral sensitiveness. 

The showman must judge for himself 
whether his patrons are of the type likely to 
be carried away on a wave of enthusiasm by 
the muddy emotional tide of O'Neil's tem- 
pestuous play, or revolt against its atmos- 
phere of degradation and painful sincerity. 

Above all things, should he book the film, 
he must exploit it in its true colors, as a 
wonderfully powerful, tensely dramatic, 
broadly frank and decidedly gruesome story. 
There should be no attempt made to gloss 
over the stark realism of its backgrounds and 
animal appetites of its characters. 

Too much praise cannot be awarded the 
work of the cast. Blanche Sweet seems ac- 
tually to live the part of Anna, so compelling, 
forceful and at times marvelously pathetic is 
her performance. George Marion's character 
sketch of Captain Chris is as rugged, life- 
like and impressive a portrayal of a foul- 
mouthed, whiskey-soaked old son of the sea 
as has ever been filmed : and William Russell 
has never appeared to better advantage than 
when impersonating the reckless, drunken 
Matt Burke. Eugenie Besserer plays the 
role of Martha, the water-front drab, a natur- 
al study of sordid, soiled womanhood in per- 
fect keeping with her surroundings. 

The photography throughout is excellent, 
exteriors and interiors are well filmed, deep 
sets utilized with fine effect and the lighting 
is adequate. The action is fast and director 
John Wray Griffith is entitled to hearty 
congratulations on the magnificent and 
realistic results attained. 

Page 24 

Exhibitors Trade Review 


'Tiger Rose' 

Warner Brothers Photoplay. Adapted from 
the Stage Play by Willard Mack and David 
Belasca. Scenario by Millard Webb. Di- 
rector, Sidney A. Franklin <^ameraman, 
Charles Rosher. Length, 7,4U0 feet. 


Rose Bocion Lenore Ulrich 

Michael Devlin Forrest Stanley 

Father Thibault Joseph DowUng 

Pierre Andre De Beranger 

Dr. Cusick Sam De Grasse 

Bruce Norton Theodore von Eltz 

Hector MacCollins Claude Gillingwater 

Trooper Devlin of the Royal Northwest Mounted 
Police saves the life of Rose Bocion. She is an or- 
phan, ward of factor MacCollins. Rose falls in 
love with Bruce Norton. The latter slays a man 
who betrayed his sister and was the cause of his 
father's death. Aided by Dr. Cusick, who later turns 
out to be the husband of Norton's sister, Rose helps 
him to escape. Devlin finally arrests Norton, but 
he is freed, and later marries Rose. 

By George T. Pardy 
np HE success attained by "Tiger Rose ' as 
a stage attraction will probably be equalled, 
if not surpassed, by the screen version. The 
film was given an enthusiastic reception when 
first exhibited at the Rivoli Theatre, New 
York, and is still playing to packed houses. 

Melodramas of the Canadian Northwest 
and Royal Mounted Police are familiar film 
material and usually nothing to get excited 
over, but don't make the mistake of judg- 
ing "Tiger Rose" by its predecessors. Here 
is a picture so full of snappy action, thrills 
and pathos, so well directed and cleverly acted 
by a superb cast that there isn't must chance 
of big or little exhibitors losing money on it. 

As to exploitation — play up the emotional 
strength of the plot to the limit, feature the 
star and names of her associates, every one 
of which possesses advertising value. And 
lay particular stress on the long Broadway 
run of the play, as well as its strength on 
the road. 

The big thrill is put over in that intense 
scene where Rose pays a visit to her lover 
in his cellar hiding place, drops her blood- 
stained handkerchief, which furnishes Ser- 
geant Michael Devlin with a clue to the fugi- 
tive's whereabouts, and incidentally shoots and 
wounds the trooper. But the picture fairly 
vibrates with suspense and vivid action all 
the way through and winds up with a bully 

The film holds closely to the plot as set 
forth on the stage, but is, of course, far 
more efifective in matters of detail, for here 
is where the cameras, with its rarely beau- 
tiful scenes taken in the Yosemite Valley, 
scores over the "legitimate" production. Im- 
posing mountain backgrounds, enthralling long 
shots of wood and water and snow-crowned 
peaks pass before the eye in seemingly end- 
less succession. 

Of Lenore Ulrich's work in the title role, 
it is only necessary to say that it not only 
compares favorably with her portrayal of 
Rose before the footlights, but establishes her 
as a screen star of the first magnitude. For- 
rest Stanley is immense as the gallant Ser- 
geant Devlin, Theodore Von Eltz plays the 
lover with fine effect and faultless support 
is accorded the principles by the remainder 
of the company. 

'The Near Lady' 

Universal Photoplay. Author, Frank R. 
Adams. Scenario by Hugh Hoffman. Di- 
rector, Herbert Blache. Length, 4,812 Feet. 


Nora Schultz Gladys Walton 

Basil Van Bibber Jerry Gendron 

Standuppolus Kornpoppiilus Harry Mann 

Bridget Schultz Kate Price 

Herman Schultz Otis Harlan 

Aunt Maggie MahafTey Florence Drew 

Stuyvesant Van Bibber Emmett King 

Miss S. Van Bibber Henrietta Floyd 

Herman Schultz, butcher, invents a sausage ma- 
chine; becomes wealthy and proposes to break into 

society with his family. His daughter Nora is select- 
ed to marrj Basil Van Bibber, whose aristocratic 
folks have lost their money. They are engaged, to 
please their parents ; fall really in love ; but try to hide 
it. Van attempts to disgust Nora by pretending to be 
drunk but she sticks to him, despite a family row 
and police threats. Finally they admit their mutual 
love and are wed. 

By George T. Pardy 

IT was evidently the director's intention to 
make a comedy-drama out of "The Near 
Lady," but the best of intentions go "blooey" 
now and then, and every attempt to splash 
romantic color on the love aflfair between 
hero and heroine merely succeeds in spilling 
the situation across the burlesque line. 

It's no use trying to consider the picture 
seriously from any angle. Considered solely 
as comedy, lavishly embellished with slap- 
stick twists and turns, it isn't half bad and 
should pass muster as a program attraction 
that will get the laughs and fill out a bill 

Exploit it as an amusing five-reeler, show- 
ing what an awful time Gladys Walton has 
in the role of a newly-rich daughter of an en- 
terprising butcher, trying to mix successfully 
with the upper crust of society. And don't 
forget to dwell on the gowns worn by the 
star. Gladys' array of fashionable garments 
is so rich and varied, that here is one point 
where the film should hit the feminine con- 
tingent hard. 

There is a good deal of humor of the farce 
brand in evidence, none of it very original, 
but all of the players work with plenty of 
snap and ginger ; the action breezes along mer- 
rily and the photography leaves nothing to be 
desired. There are some pretty outdoor shots, 
many handsome interiors and pleasing close- 
ups of Miss Walton. 

The role of Nora Schultz presents Gladys 
Walton as a lively sparkling type of girl, 
who makes a decided hit so long as she is 
in a joyous frame of mind. Nora laughing 
and impish, is convincing. It is only when the 
character momentarily becomes serious that 
it misses fire. Jerry Gendron is O. K. as 
the lover. Kate Price gets a lot of fun out 
of her portrayal of Bridget and the support 
is well balanced. 

'In the Palace of the King' 

Goldivyn-Cosmopolitan Photoplay. Author, 

F. Marion Craiwford. Scenario by June 
Mathis. Director, Emmett J. Flynn. Cam- 
eraman, Lucien Andriot. Length, 7,453 


Dolores Mendoza Blanche Sweet 

Don John Edmund Lowe 

Mendoza Hobart Bosworth 

Inez Mendoza Pauline Starke 

King Philip II Sam De Grasse 

Perez William V. Mong 

Princess Eboli Aileen Pringle 

Adonis Lucien Littlefield 

Gomez Charles Clary 

Alphonso Harvey Clarke 

Eudaldo Tom Bates 

The Queen Ena Gregory 

Gaston Bruce Sterling 

Don John, brother of Philip II of Spain, is sent to 

war with the Moors, the king wishing to be rid of 
him. Don John loves Dolores, daughter of General 
Mendoza, but her father does not trust him. Re- 
turning in triumph, Don John quarrels with Philip, 
who stabs him, apparently with fatal effect. To save 
the king, Mendoza assumes the guilt of the murder. 
Dolores threatens Philip with exoosure and he signs 
a pardon for Mendoza. Don John reappears and 
obtains Philip's royal consent to his marriage with 

By George T. Pardy 
ly/TAGNIFICENT settings and beautiful 
photography are the distinguishing char- 
acteristics of this production. It is a de luxe 
picture all right, so far as luxurious atmos- 
phere goes. The costumes, backgrounds and 
mob scenes, all make a spectacular appeal. The 
palace set, in particular, is one of the largest 
ever screened, and the decorations, mount- 
ings and general air of lavish grandeur unite 
in a riot of color that fairly dazzles one's 

Unfortunately the story does not prove 
worthy of its splendid staging. The opening 
reel gives promise of a stirring romance 
which is not fulfilled. The essential note 
of human interest is sadly lacking after the 
heroic Don John bids his sweetheart fare- 
well and starts off on his campaign against 
the Moors. From then on events progress in 
a singularly automatic fashion. 

The net of court intrigue, plot and counter- 
plot is slowly woven in machinelike manner. 
The characters, with the exceptions of 
Dolores, Inez and Princess Eboli, respectively 
portrayed by Blanche Sweet, Pauline Starke 
and Aileen Pringle, seem cold, artificial and 
stilted. It is all very theatrical, and many 
degrees removed from actual life. 

It looks as though in his endeavor to make 
things on a big scale director Emmett J. 
Flynn entirely lost sight of the sympathetic 
lure. The film's length is a distinct handicap. 
Compressed into fewer reels it would be far 
more effective. 

As the picture stands there is reason to 
fear that it would be an unwieldy proposition 
for showmen operating small houses to handle. 
An eight or nine reel attraction is a hefty 
burden for an minor exhibitor to carry, un- 
less it possesses fiery action and thrills in 
unlimited quantity, and these qualities are 
missing in this instance. 

The original story, as dramatized from the 
novel by F. Marion Crawford served Viola 
Allen as a successful starring vehicle on the 
stage many years ago, a fact which should 
help in exploiting the feature. For the rest, 
reference may be made to the elaborate na- 
ture of the production, its wonderful sets and 
historical color. 

'The Dancer of the Nile' 

F. B. 0. Photoplay. Author, Blanche Taylor 
Earle. Scenario and Direction by William 
P. S. Earle. Length, 5,787 Feet. 


Arvia Carmel Myers 

Karmet Malcolm MacGregor 

Pasheri Sam de Grasse 

Prince Tut Bertram Grassby 

Princess June Elvidge 

Mimitta Iris Ashton 

An Egyptian princess is infatuated with Karmet, 
Syrian prince, disguised as a merchant. He, how- 
ever, loves Arvio, a dancer. The princess plots 
to sacrifice Arvia to the sacred crocodiles. Arvia is 
saved by her father and united to Karmet. The 
princess weds prince Tut, afterwards King of Egypt. 

By George T. Pardy 

THE novelty of this film, its fine photog- 
raphy, colorful atmosphere and expensive 
settings serve to atone for a not particularly 
strong story. As a program offering for 
small and neighborhood houses it may bring 
satisfactory box office results, if properly ex- 

In the latter connection there are good ad- 
vertising possibilities to be worked out by 
reference to the recent British explorations in 
the Land of the Nile, which brought to light 
the tomb of King-Tut-Ankh-Amen. So 
much has been printed in the daily press 
regarding that ancient monarch that his name 
has become a regular household word in the 
U. S., and it is natural to expect a good 
deal of public interest in a film supposed to 
deal with his activities while a living mem- 
ber of Egyptian royalty. 

Truth to tell, the author doesn't shed any 
false glamor over the majesty of old King 
Tut. As a youth, he must have been a fairly 
hard lot, if we are to accept the screen ver- 
sion of his doings as hitting the historical 
target. But so far as is known, Tut hasn't 
any relatives likely to object to the picture 
and the movie fans don't care one way or 
the other, so long as they are amused. 

The narrative on the whole, is rather arti- 
ficial and doesri't carry conviction. Probably 
the best scene, in which suspense is sharply 
developed, is that in which the dancer is about 

December 15, 1923 Page 25 


to be thrown to the crocodiles and is rescued 
by the officiating high priest, who turns out 
to be her father. This is well handled and 
melodramatically effective. 

The Egyptian costumes are gorgeous 
enough to please the most ardent admirer of 
Oriental splendor, the court scenes and under- 
ground phases of the tale admirably adapted 
to convey the idea of that dead and gone 
period, as we may imagine it to have been 
in the days of the Pharaohs, and the camera 
work, without exception, is of the finest grade. 

Carmel Myers is a fascinating figure as 
the dancer. Malcolm MacGregor, in the role 
of Karmet, gives an exceedingly artistic and 
impressive performance and the support is 

'You Can't Get Awav With It' 


Fox Photoplay. Author, Gouverneur Morris. 
Scenario by Robert N. Lee. Director, Row- 
land V. Lee. Cameraman, G. O. Post. 
Length, 6,052 Feet. 


Charles Hemingway Percy Marmont 

Henry Adams Malcolm McGregor 

Jill Mackie Betty Boutoa 

Jane Mackie Barbara Tennant 

May Mackie Grace Morse 

Charles Hemingway, Jr Charles Cruz 

Mrs. Hemingway Clarissa Seljrwn 

Jill, Jane and May Mackie are left penniless when 
their father dies. They obtain employment but de- 
partment store work breaks down Jill's health. 
Charles Hemingway, cursed with a selfish, unsym- 
pathetic wife, grows fond of Jill and she goes to live 
with him. Later he dies and Jill has an opportunity 
to marry Charles Adams. Facing exposure, she con- 
fesses her past. He discards her and she returns to 
work as a store clerk, convinced that there is no 
escape from the penalties of. wrong doing. 

By George T. Pardy 

THIS picture should draw well in all thea- 
tres. The story is a simple one, its theme, 
that of the shop-girl who seeks relief from 
drudgery by yielding to a man, who loves, 
but is unable to wed her, has been outlined 
in fiction, on stage and screen many times, 
but seldom has it been developed to such a 
point of genuine human interest as in the case 
of "You Can't Get Away With It." 

Also, it is clean in every sense of the word. 
The subject matter has been a delicately and 
skillfully handled by director and players that 
even the most rabid moralist isn't likely to 
have much success trying to rake something 
offensive out of the film. In fact, it may 
be stated boldly that the feature actually 
registers as a lesson in good morals, for hard 
luck persistently dogs the erring heroine after 
her first misstep, nor does her future appear 
any too rosy at the close. 

Director Rowland V. Lee certainly had the 
courage of his convictions when he was con- 
tent to leave Jill Mackie clerking in a de- 
partment store, minus a lover and with noth- 
ing gained in the strenuous game of life save 
a whole lot of bitter experience. This isn't 
the conventional movie climax and maybe 
some of the "happy ending" friends will sour 
on it. But we venture to predict that there 
will be a majority vote in favor of the pro- 
duction just the same, because of its splendid 
sincerity and fine, earnest work of the players. 

Despite the illegal nature of the love af- 
fair between Jill and Charles Hemingway, it 
is pleasing to note the entire absence of the 
sensual element, usually either suggested or 
significantly blazed forth in films dealing with 
such situations. The pathetic touch pre- 
dominates and one is finally made to realize 
the utter futility of struggling against the 
rulings of the civilized social code. 

Exploited as a plain tale of everyday life, 
emotionally powerful, brimful of straight 
heart appeal, with stress laid upon the good 
work of the players, the feature ought to 
score heavily in the box office. The photog- 
raphy is uniformly excellent, the lighting ade- 
quate and smooth, swift action prevails. 

'Jealous Husbands' 

First National Photoplay. Author, Fred K. 
Myton. Director, Maurice Tourneur. 
Length, 6,500 Feet. 


Ramon Martinez Earle Williams- 

Alice Martinez Jane Novak 

Spud Ben Alexander 

Harvey Clegg Carl Miller. 

George Conrad V/edgewood Nowell 

Carmen Inez Carmelita Geraghty 

Sniffer Charlie % J. Gunnis Davis' 

Portland Kid Bull Montana 

Amaryllis Emily Fitzroy 

Red Lynch George Siegmann 

Sliver Don Marion 

Returning from Europe, Rarron Martinez over- 
hears a conversation which causes him to doubt 
the fidelity of Alice, his wife. On reaching home, she 
is away. He discovers a note among her belongings 
which increases his suspicions. A burglar appears 
and is inade the instrument of Ramon's revenge, 
being hired to abduct Ramon's little son. The 
child grows up in the custody of gypsies. Years 
later he is found by the real parents and a packet 
of letters turns up which establishes Alice's inno- 
cence and happiness comes to all concerned. 

By George T. Pardy 

AUSPICIOUS husbands may take warning 
from this picture, and again they may not 
but aside from that the film gives promise of 
being a good box office magnet. Maurice 
Tourneur didn't have a particularly husky 
plot to shoot at, its construction is of rather 
slender variety, but the director's craft and 
keen sense of dramatic values, combined with 
the high quality of the cast, score over the 
somewhat inadequate material with pleasing 
results in the line of popular entertainment. 

It's melodrama, with domestic seasoning; 
thrills aplenty ; action a bit stiff at the start 
but speeding up as the story progresses and 
whirling into a smashing climax, an attraction 
suited to the needs of big and little theatres. 
The strength of the situations, excellence of 
the cast can be profitably exploited, and don't 
forget to realize on the title, which ought to 
make a great hooking record as bait for both 

Probably the average hubby would require 
stronger evidence than that which impels 
Ramon Martinez to condemn his perfectly in- 
nocent spose when trouble first develops, but 
the hero in the present instance isn't as 
average as a chap named Smith or Jones 
is likely to be. Making allowance for the 
heat of a foreign temperament, his actions 
seem plausible enough for screen melodrama. 

Anyhow, the yarn runs smoothly, holds its 
interest well, hits the high spots of exciting 
detail frequently. There is colorful atmosphere 
in generous abundance, a sure bet in every 
Tourneur production, and photography rich 
in beautiful interiors and exteriors. 

'The Unknown Purple' 

Tniqi'f Presents A Screen Version of the 
Stage Success by the Same Name Written 
by Roland West and Paul Scholfield. A 
Carlos Production Directed by Roland 
West. Length 6900 Feet. 


Peter Marchmont Henry Walthall 

Jewel Marchmont ; Alice Lake 

James Dawson Stuart Holmes 

Ruth Marsh Helen Ferguson 

Bobbie Frankie Lee 

Freddie Goodlittle John Arthur 

Mrs. Goodlittle Ethel Grey Terry 

Leslie Bradbury James Morrison 

George Allison Richard Wayne 

Hawkins Brins.ley Shaw 

Burton Mike Donlin 

By Henrietta Sloane 

FROM its very beginning — a scene 
staged in a penitentiary where two men 
who have never seen each other because 
they occupy adjoining cells, are discussing 
women — the play has a grim, depressing 
atmosphere which does not even seem to 

lift when Henry Walthall leaves with his 
former sister-in-law, Helen Ferguson, and 
his little son Frankie Lee, to embark on 
a new life in foreign parts. 

The spectator is asked to swallow whole 
more than he can comfortably masticate. 
He is to believe that by the use of. a 
purple ray (which is capable of completely 
concealing a human being from the eye 
of everyone), Peter Marchmont, the in- 
ventor, who has been betrayed by his wife 
and robbed of his dye formula by her 
lover, works his revenge on both of them 
and retrieves his rights without the aid 
of the law. 

The photography is masterful and the 
purple ray effect is cleverly established, 
but it is this reviewer's opinion that in 
spite of all the fine work and the good 
acting on the part of the entire cast, the 
play will not be heartily received because 
it lacks conviction and even falls short in 
the suspense value so essential to a good 
mystery play. 

However, for the showman the picture 
has undeniably strong exploitation possi- 
bilities in the shape of merchant tie-ups. 
The name alone would serve in a display 
arrangement with the local drug or electric 
store selling violet ray machines, hooking 
tip the idea that just as the "Unknown 
Purple" made the subject invisible so the 
violet ray machine makes pain disappear. 

Moreover, there are a number of lavish 
scenes in the play and beautiful clothes 
which will provide the basis for displays. 

'Fashionable Fakers' 

F. B. 0. Photoplay. From Frederick Stc/iw- 
er^' story. Adapted by Melville Brown. 
Directed by William Worthington. Photog- 
raphy by William O'Connell. Length, 4,869 


Thaddeus Plummer Johnnie Walker 

Clara Ridder Mildred June 

Creel George Cowl 

Pat O'Donnell J. Farrell MacDonald 

Mrs. Ridder Lillian Lawrence 

Mr. Carter Robert Belder 

A. Turk George Rigas 

Thaddeus Plummer, the poor hero, isn't occupied 
with a very honest job. In fact, his chief occupation 
is boring holes in "antique" furniture — therefore, he 
is nicknamed "The Worm." The story concerns 
the girl next door ; their thwarted love ; 'Thad's final 
denouncement of his employer, as a fake; and a 
novel bit of luck which brings his little sweetheart 
back to him. 

By Marguerite A. Brumell 

THOSE of the public who cry for better 
things and who deplore "sexy" pictures 
will undoubtedly hail this pleasing and enter- 
taining film, as fashioned after their heart's 

The love theme of the two youngsters, not 
yet out of their teens is very whimsically 
handled. Much as Booth Tarkington would 
do it. And speaking of authors there's an 
O'Henry note in the story, when Clara sells 
her dressing table to a junk man, for funds 
for a birthday present to Thad. Later the 
junk man sells it to the antique shop where 
Thad is employed. It's refinished to give it 
a "genuine antique" appearance and the deal- 
er tries to sell it to Clara's mother, who has 
become sole heir to a very substantial forttine. 

The everyday life in a suburban town is 
depicted in all its homely, happy detail. 

Wholesome entertainment for wholesome 

There are many phases of this picture to 
exploit. There is the prayer and wishing 
rug, which plays an important part in the 
story; the antique and specialty shops in your 
town; and the Turk, owner of the wishing 
rug) who helps the hero to success, might 
be impersonated. Stills from this picture, 
showing Thad and Clara indulging in a lover's 
quarrel, would make attractive lobby displays. 

Page 26 

Exhibitors Trade Review 

The 'Bi^ Little Feature 

Prepare Now to Start the 
New Year Right 

TT'S always time to devote more space and 
J- exploitation to your short subjects? 

If lurid melodramas and sob-sister stuff 
must be produced and advertised because it's 
what the public wants — then live up to that 
statement in full. Give them the comedy they 
want and let them know you're going to give 
it to them. 

If you don't, you're likely to have a luke 
warm approval of your bill. And a luke 
waim approval spells luke warm box-office 

What's the use of passing the good word 
along that you thought Stan Laurel's latest 
comedy was excellent burlesque ; that Will 
Rogers obtained some excruciatingly funny 
effects when imitating screen notables ; that 
Educational threw such an absorbing light on 
the life of a bee ; how amusing was the latest 
marital tiff of the Spat Family ; how apt 
the Aesop Film Fable's moral ; how human 
Snooky appeared — and so on ad infinitum ! 
Unless advertised, its a hit or miss proposi- 
tion for the movie-goer. They know, weeks 
in advance, what big feature they're going 
to see when they pick a certain theatre, but, 
though they may be eaten with curiosity to 
see friend Felix in his latest catastrophe, 
they've got to be nothing short of a Sherlock 
Holmes to discover where he's being shown. 

Is it fair? Is it fair to the audience and 
is it fair to yourself ? 

There's many another Chaplin or Lloyd 
waiting to be recognized. But life is too 
hurried a proposition to hunt through the 
haystack for the proverbial needle. Hence 
the advertising medium ! 

'Over the Fence' — Educational 

Juvenile comedy 2 reels 

The gang of juveniles in this comedy are 
to be envied. They are supplied with all 
the material for a make-believe world of their 
own. For instance, the submarine for use 
in warfare at the ol' swimming hole. In 
structure, a Rube Goldberg concoction — but 

' 1 

Ruth Roland is as adept in registering the more 
subtle emotions as she is in leaping from rushing 
trains or diving into raging torrents. 

the lucky fellow manning the craft can take 
sure aim with his mud cannon ball and be 
protected from the enemy. And their holy 
of holies, the backyard clubhouse, is equipped 
to keep updesirables away by a high fence 
with secret entrances and exits and water- 
filled tin pails operated by a string, for that 
bitterest enemy of "kiddom' — the cop." 

Little freckle-faced roughnecks outnumber 
the sissies — yet when it means party and cakes 
they all don "Lord Fauntleroys'' for the oc- 
casion. Alas, clothes do not make the man — - 
murder will out — and Hades is no hotter nor 
more furious a place than the scene of the 
feast — in short, a riot ! 

'Home Again' — Educational 

First-rate entertainment 1 reel 

Preference for the songs of other days has 
been unmistakably revealed by the result of 
a questionnaire submitted by three radio 
broadcasting stations. Seventy percent were 
in favor of the songs we used to sing. 

"Uncle Ben," alias Mr. Monkey, is as frugal and grasping as ever in this Dippy-iDoo-Dad Comedy, 
"Go West." The entire cast is composed of Hal Roach's famous Zoo and an entertaining story of the 
black sheep v^ho leaves for the great open spaces is enacted 

In perfect harmony with this expression 
is the enthusiastic reception that is being be- 
stowed on the "Sing Them Again" series dis- 
tributed by Educational, which give the audi- 
ences a chance to join in singing their old 

The latest of the series, "Home Again," il- 
lustrated beautifully the origin of the best 
beloved of them all — "Home, Sweet Home." 
It was to the inspiration of John Howard 
Payne we owed that universal anthem of 
home and love and this picture shows the 
place in Italy and the incident that caused the 
inspiration. That song coupled with two 
others, "Little Annie Rooney," and "Old 
Black Joe," will be greeted with enthusiasm. 

'Film Foolish' — Educational 

Movies in the making 1 reel 

That able trio, Cliff Bowes, Virginia Vance 
and Earl Montgomery have not had a more 
delightful subject to work on than this, "Film 
Foolish." And given their opportunity they 
make the most of it. The result makes ex- 
cellent entertainment. 

Clean comedies are words to be emphasized 
and they apply in this case. However, 
the comedy hasn't suffered to achieve a "clean" 

Next to gossip of film stars audiences like 
best to see how the making of pictures is 
accomplished. Chester, in the plot, is such 
an individual. He wants to get into pictures 
the worst way — and succeeds. He's the studio 
goat and blunders into every set just as di- 
rector and players are all worked up and big 
stuff is being put over. 

Here you see how the punch is put in a 
picture ; what a perilous life a dummy leads ; 
and when you see the director instructing his 
star just what gestures to use when telling 
the villain, "You take the papers, I'll tear 
up the child," it's time to laugh, and laugh 
long and loud. Your audience will. 

'Snoolcy's Covered Wagon' — Educat'l 

Complete animal cast 2 reels 

This picture is rich in ideas ; really enough 
for ten two-reelers, but if Educational chooses 
to dish them all up in one, surely that's no 
cause for complaint. 

It is a departure from the usual Snooky 
comedy in that the animals hold the stage 
and what humans who do appear, are no 
more necessary or part of the story, than 
the sets are. 

The title, from the showmanship angle is 
excellent. Because of the association of ideas, 
your audience will instantly be on the alert, 
probably expecting a travesty on "The Cov- 
ered Wagon," a picture no man, woman or 
child has not heard of or seen. But having 
hit on that title Educational does not lay 
down on the job. 

In brief, the story concerns a haunted hotel ; 
a reward to the one who can prove it isn't ; 
and the whole animal kingdom's crying need 
for food. 

Snooky as the father of twins, with no 
bones in the cupboard resorts to flour, water 
and washing soda. The result, enormous bub- 
bles, doesn't form very substantial fare. Next 
you see the lion presiding over a meeting and 
each separate animal requesting the food it 
wants. Mr. Skunk is requested to say his 
say quickly, and beat it. 

The outcome is Snookj'''s election to the 
job of proving the hotel isn't haunted. Snooky 
discovers bootleggers camping there. He 
sends for the covered wagon. All the animals 

December 15, 1923 

Page 27 

When it's Will Rogers. This he ably demonstrates when he burlesques Valentino in the role that star 
made famous. It's all done in a good natured way, so perhaps Valentino won't mind. Rogers pokes 
fun at himself, as the star who has no sex appeal, in his latest picture, "Uncensored Movies," released 

by Pathe. 


arrive in it and they take a turn at spooking 
the bootleggers. 

Space prohibits dwelling on each bit of 
comedy introduced. But here's something to 
think about. A small projection room, with 
no music and a critical audience is not con- 
ductive to laughter. Yet ye movie critics, 
so far forget their roles, as to laugh right 
out loud ! 

'Fully Insured' — Pathe 

Comedy with a real idea 2 reels 

Here's an idea that some producers might 
have taken and padded out to feature length. 
As it is Hal Roach has developed its possi- 
bilities to a footage of two-reels and pro- 
duced a comedy that is replete with action, 
laugh-provoking gags, and some clever situa- 
tions. The big idea behind the plot is this : 
one of the characters conceives a style of 
insurance premium which assures the holder 
a continued salary whenever he is out of a 
job. "Snub" Pollard, in the role of the hero 
"who never ran from hard work — it was 
easier to duck — " subscribes to the "Job In- 
surance." He gets himself discharged at once. 
When he calls on the agent to collect on 
the insurance, the agent promptly sets out 
to find him another place of employment. 
The situation evolves into some very amusing 
incidents, with Pollard trying to keep out 
of work so as to collect on the insurance and 
the Agent as diligently trying to find new 
jobs for t}ie idler so that the insurance won't 
have to be paid. There are some sideplays 
that are extremely diverting. A good two- 
reeler with a satisfactory measure of laughs. 

'Sunday Calm' — Pathe 

Another "Our Gang" riot 2 reels 

The current number sustains fully the repu- 
tation for action and fun that this group of 
clever kid comedies has already attained. In 
this subject the kids go on a picnic with their 
parents. The title of the comedy is "Sun- 
day Calm," but the title is misleading. Once 
the kids get under way there is nothing hav- 
ing the slightest resemblance to "calm" in the 
picture. In fact, the kids manage to make a 
perfect picnic out of their Sunday outing. If 
they raised as much havoc within the city 
limits, the police and firemen would have to 
work overtime. Bugs, field mice, hop-toads, 
a tame bear, and the poor distracted parents 
have a perfectly miserable day of it with the 
kids on the rampage. But the youngsters en- 
joy themselves to the utmost. Only one thing 
is found to put the quietus on the kids — a 
drenching rain storm — but even that even- 
tually becomes an occasion for hilarity. If 
your audience want some real laughs and en- 
joy kid comedies, "Sunday Calm" deserves a 
place on your program. 

'The Merchant of Menace'— F. B. O. 

'Fighting Blood" series Episode No. 8 

Not so gruesome as the title might indi- 
cate. However, if s a good title to catch the 
eye and it's a smooth running, thrilling story. 

Patricia Paddington (Louise Lorraine) 
comes to the aid of her young friend Galen 
when Red Mack refuses to fight (because no 
purse is ofifered) by staging a pirate tea 
aboard her father's yacht. 

There's fast and furious fun, one feature 
of which is "walking the plank." The sur- 
prise is sprung that an exhibition bout is 
planned. This time Red Mack can't back 
out for he has a reputation to uphold and 
wishes to impress a beautiful blond aboard. 
The blond is really a movie director, a friend 
of Galen's in disguise. A good bout is shown 
on a float but Mack's manager sees his white 
hope is bound to lose so the police is sent 
for, and that finishes that. 

These "Fighting Blood" series are taken 
from H. C. Witwer's short stories, which 
have been running in Cosmopolitan. You'll 
like them, as will each member of your au- 

International No. 98: Return from exile 
of Germany's ex-Crown Prince ; before the 
Hohenzollern downfall ; takes first stroll with 
wife (an International exclusive) — Japanese 
schools re-open amid earthquake ruins — The 
88 picked "American beauties" visit New 
York City Hall — Quartette arrive at home of 
Mrs. Whittig in Baltimore — Mme. Mis- 
tinguette, Parisian star, arrives in New York 
— Spagetti popular with Seattle Zoo monkeys 
as Thanksgiving dish — All Rome joins in wel- 
come of King Alfonso and Queen Victoria 
on state visit ; Queens of Spain and Italy dur- 
ing royal procession — Kilauea, Hawaii ; Army 
Air Service perform dangerous flight over pit 
of "everlasting fire" ; new rivers of lava be- 
ing created almost daily ; awesome spectacle 
at night — Cornell. Penn football gam_e. 

KiNOGRAMS No. 2307: Dartmouth defeats 
Columbia — Children patients at Vanderbilt 
Clinic, N. Y., dress like forefathers, for 
Thanksgiving feast — Judge Cotillo assist Bal- 
lington Booth distribute turkeys to poor — 
Chicago ; Richardo Nelson does his "daily 
dozen" — Prince of Wales visits Winchester 
College — Mme. Mistinguette, arrives in New 
York after first insuring limbs for fSOO.OOO 
each — Dog caddies for Dr. Jones at Wol- 
laston, Mass. — Oshkosh collie of Wisconsin 
shown as part of White House staff — 88 
prize beauties dazzle New York; to conceal 
presence in town, they are escorted to City 
Hall by band and police. 

Pathe No. 97 : Police reserves to check 
mob anxious to see American "beauties" at 
City Hall — Brooklyn ; City gives Thanksgiv- 
ing party to poor — Tokyo, Japan ; Martial 
law ends : Salvation Army distribution ; 
school held in the open — New York City, 
Animal pets receive medical care at clinic — 
Erhardt's irregular troops on Bavarian border 
— in Munich, Reichswehr troops arrive to 
check monarchist uprising — Pathe News pre- 
sents pictures of Presidential possibilities for 
1924 — King Alfonso and Queen Victoria, re- 
ceive ovation at Italian Capitol — Federal 
agents raid "moonshiners" dugout at Casper. 
Wyo. — Musical comedy staged by Atanta 

Woman's Club, Philadelphia, Pa.— 57,000 
spectators see gridiron contest as Penn is de- 
feated by Cornell. 

KiNOGRAMS No. 2308 : Congress ready to 
solve our problems ; Tax reduction ; Immigra- 
tion ; Farm Relief ; Bonus for Soldiers ; Re- 
publican floor leader, Nicholas Longworth, 
Ohio ; Harold Knutson, Minn. — Lister Hill, 
28 years old, from Alabama ; Oscar Under- 
wood, Alabama, Democratic leader in Senate ; 
F. H. Gillett, Mass., on their way to work 
— First Christmas trees in New York, arrive 
from Maine and Canada — Senator Watson, 
Indiana, with hat in ring — Bobby McLean, 
skating champion — Monroe Doctrine century 
old ; old home acquired as Memorial to Mon- 
roe — Last warship for ten years ; West Vir- 
ginia goes into commission at Norfolk, Va. 
• — Brooklyn, Ex-Senator Lockwood, Appraiser 
Kracke, County Clerk Kelly and McCooey 
at work on Christmas seals — Lady Diana 
Manners here for stage appearance ; Rosa- 
mond Pinchot, niece of Governor of Penn- 
sylvania, in same production ; director Max 
Reinhardt — English girls beat Americans at 
Hockey in Philadelphia — African beasts ar- 
rive in San Francisco — End of Gasoline Trail 
in Chicago — Winter racing at New Orleans. 

Pathe No. 98 : 68th Congress opens ; 
promises to be most significant in recent his- 
tory — Cairo, Egypt, British aviators ascend 
5,000 year old pyramids — I'ouching scenes 
in Berlin as poor endeavor to exist — Com- 
mission of U. S. S. West Virginia, last bat- 
tleship to be built by United States under 
Washington Arms Limitation Pact — W. B. 
Yeats, poet and playwright, of Dublin, Ire- 
land: receives Nobel Prize for Literature — 
Dr. Paul Kammerer, Austrian biologist and 
Dr. Chaim Weizmann, British Chemist and 
President of World Zionist Organization ar- 
rive in United States — Flying stunts at Air 
Carnival, Kelly Field, San Antonio — Round- 
up of Greek rebels at Eleusis, Greece; 93 
Royalist officers captured — funeral of mur- 
dered Republican official in Athens — Fire-lad- 
der apparatus demonstrated in New York — 
opening of race season at Jefferson Race 
Track, New Orleans. 


Robert Z.Leonard 







Exhibitors Trade Review 


Robert Z.Leonard 









IS : 


\ Picture 

— ' -" ,>-« 


'Fashion Row' Posters Feature Mae Murray's Gowns 

December 15, 1923 

Page 29 


The Power of ^Advertising Under Glass' 

Whether or Not Tasteful Display Justifies Its Use Is Told by 
An Expert in Theatre Advertising 

WINDOW displays. Do you like 
them? There are a few who don't. 
From time to time motion picture 
advertisers have queried, "Just what is 
the force of a window display? Isn't it 
something of the old circus daj-s that we 
are trying to get away from?" 

And the answer is, Window Displays are 
older than the motion picture, older than 
the circus, older than the stage. They are 
as old as history itself. Find out 
when the first store was opened, and 
you'll know who had the first window 

Let's tack the course. A window 
display is show-case advertising, isn't 
it? And considering the matter from 
that angle, what is the value of show- 
case backing? Any block of stores 
in any town you may be in gives the 
answer. Do j'ou see anj- stores with- 
out windows? Everybody can't be 
wrong. The theory must be sound. 
Store window panes at a hundred to 
two thousand dollars for glass alone 
must have some justification. That 
much is certain. 

Then if the theory is right, what 
of the application. We point to the 
fact that window-dressing is now re- 
garded as a profession; a trade to be 
studied and mastered like coi5y-writ- 
ing, or making paintmgs for lithog- 
raphy, or any other distinct branch 
of the advertising business. 

A SSUMING that the theory of win- 
dow displays cannot be attacked 
without first breaking every plate glass 
window from New York to California, 
again we turn to the application. 
We'll be frank! 

Some of it is terrible. Hardly worth 
the effort, however big or small. For 
which there need be no apologies. It 
would be a peculiar state of affairs 
with seventeen or more thousand 
theatres in the country if every theatre 
manager was an expert in all lines 
of advertising. 

But while some window displavs are 
bad, mo:,t of them are good. That much 
can be established. 

We have the idea that the window dis- 
play critics have been looking into the 
wrong windows. We've seen some of 
those windows, too. 

For a moment we want to join the 
critics in pointing to some horrible and 
recurrent examples. 

Why is a vacant store window, often- 
times a dirty window, used for a displav 
for a picture which is otherwise being 
exploited on its artistic merits. What is 
there in the atmosphere of such displav to 
lend conviction to a statement about a pic- 
ture's artistry? 

Yet that same window can be used, and 
an entirely different effect obtained. How? 
Instead of tacking window cards to 
empty boxes, or pasting them to the win- 


dow, buy a little crepe paper. Work out 
first a design that will set-off the window 
card or the cut-out, and shut-off the un- 
sightly vacant store in the background. 

In other words regard the window as 
3'our show case to show-off your wares 
to their best advantage. No matter what 
kind of a window it is, you can do it. If 
the windows flanking it are unkempt and 

How Windows Can Work 

Wonders for You 

J N the power of "Advertising 
Under Glass" the author has dug 
deep into his experience for convinc- 
ing proof that window displays pay. 

But he hasn't stopped there. He 
tells you how to get other windows 
working for you, if you haven't any 
windows of your own. Sometimes at 
no cost at all. J^ver at more than 
a trival outlay of acpense. 

Mr. Blumenstock doesn't theorize. 
He gives you concrete facts. From 
the angle of one wti|j^knows theatre 
advertising in all its atTdience-winning 

•^i*. .-5. 

initidy, so much the better! Your display 
will have increased attractiveness h^' 

OFTEN you'll see a window tie-up in a 
store, with the conventional tie-up card, 
and a few stills or colored eight by ten 
pictures scattered through the displaj'. 
For just a few cents more,, and a little 
time what improvements could be made. 

Wouldn't it be just as easy to mount 
the stills with a plain gray or brown 
mounting paper? Borrow a frame to put 
the card in. It might take a half hour 
more — it will make the display twice as 

Then in contrast to exhibits of the lat- 
ter kind take for example the excellent 
display that H. B. Clark designed for the 
engagement of Six Days at the Caring 
Theatre, Greenville. 

He used a colored wheel with concen- 

tric circles. That alone would attract 
attention. It was placed in the window of 
a fine jewelry store. The wheel was 
attached to a motor which kept it spinning 
for three days. There was a clock attach- 
ment to count the revolutions. The game 
was, guess how manj' times the wheel 
revolved in three days and win a gold 
watch. The jeweler supplied the watch. 
Do you think it attracted attention? Well, 
we know that the jeweler who paid the 
_ freight for the entire stunt, wanted to 
think up a stunt for the next week. Not 
dozens but hundreds of people got in 
the game, and the business at the 
theatre was excellent. That's only one 
of many. 

In Atlanta, Howard Price Kings- 
more, playing If Winter Comes, went 
to the trouble of having a little winter 
scene painted for a tie-up in a furrier's 
window. There is no way of check- 
ing results on this stunt, but we have 
seen photos of the window, and know 
that it must have been talked about. 
We know that because it was cleverly 

T^HE Universal Company, having a 
high respect for window displays 
lad a number of little toy merry-go- 
rounds made up which were praised 
by every exhibitor who used then in 
connection with the picture. 

In San Antonio, where W'ill H. 
Branch used the stunt of offering a 
prize for the girl who could wear 
Gloria Swanson's slippers, he got one 
of the finest window displays in town 
from an exclusive bootery which 
asked -Branch to let them come in on 
the stunt and give him a lot of free 
advertising in the window and in the 

A lawyer, a dentist and an advertis- 
ing expert — all known to each other — 
met at the same table in a busy New 
York restaurant. In between courses 
the talk strayed from one thing to 
another and the attitude of the dignified 
professions concerning window display ad- 
vertising for themselves. 

For the law fraternity, the attorney in- 
sisted that anything in the way of adver- 
tising was out of question if dignity was 
to be maintained and the traditions of the 
profession upheld. 

To him the advertising man pointed out 
that though advertising via the usual med- 
iums _ might be frowned upon, yet there 
wasn't a lawyer he could think of who 
hadn't what virtually amounted to a win- 
dow display on the outer office door — 
the scope of the firm's activitj- — its 
special field, the names of the members of 
the fi rm and other details. The lawyer 
admitted that the argument was logical. 

The dentist acknowledged a kindred il- 
lustration which was shown to exist in 
his profession. 

Page 30 

Exhibitors Trade Review 


Struggle with Puzzle Is Tie-up with 
'Eternal Struggle' 

THE 300 members of the Rotary Club of 
Houston, Texas, who meet for their 
weekly luncheon at the Rice Hotel and those 
advertising agents of Oklahoma City who 
style themselves "The Pirates" are still talk- 
ing about the free luncheons they missed and 
the "E ' puzzle they failed to solve. 

Both these events took place last week 
though far apart. They were arranged by 
W. G. Bishop, Metro's exploitation represen- 
tative in the Southwest, in connection with 
the presentation in those two cities of Regi- 
nald Barker's production "The Eternal 

The "E" puzzle is one of the exploitation 
novelties that Metro has incorporated in its 
press sheet on this production. When the 
scattered bits are put together they form the 
letter "E" and the struggle which one un- 

dergoes to put it together sets the tie-up for 
Metro's current production. Bishop, through 
M. McFarland, manager of the Queens Thea- 
tre in Houston, where "The Eternal Strug- 
gle" was to be shown; arranged to give each 
member of the Rotary Club a free luncheon 
if he solved the puzzle. Each man in the 
huge dining room of the Rice Hotel was 
given a puzzle and that day dinners were 
neglected — and the puzzle remained unsolved 
when time to return to the offices came. 

The Pirates were no more successful. In 
both cities the stunt aroused a great deal of 
comment as the puzzles were carried back to 
office and home and that night there were 
many fireside groups with head bent together 
over "The Eternal Struggle." 

"The Eternal Struggle" played very suc- 
cessful engagements in both cities. It is a 
Reginald Barker production under Metro- 
Louis B. Mayer auspices. It was adapted 
by J. G. Hawks and Monte M. Katterjohn 
from G. B. Lancaster's novel, "The Law- 
Bringers." It was photographed by Percy 


Theatre Manager Sets Up Receiving Outfit on Busiest Corner and 
Invites Crowd to Listen in on Audience Applause 

HA/ UA/ U A 



I TMEATii£ lAw 3MIN0 AT 

UaioU Lloud 

If* ■ 



'T' wo years ago when the radio craze be- 
came rampant there were much mutter- 
ings and wagging of heads ; here was a new 
thunderbolt lodged against the supremacy of 
the screen as a popular entertainer. Then 
along came G. E. Brown, manager of the Im- 
perial Theatre at Charlotte, N. C, and put 
the offending "thunderbolt" to work for his 
theatre. Here's how : Brown set up a receiv- 
ing set — with loud speaker attached — on Char- 
lotte's busiest corner. A sign nearby invited 
the crowd to "listen in" on the Imperial pro- 
gram — and especially to stand by for the out- 
bursts of applause and laughter that attended 
the showing of Pathe's "Why Worry," star- 
ring Harold Lloyd, which was being shown 
at the Imperial. A three-tube set on a busy 
corner nowadays attracts almost as much at- 
tention as a one-lung "devil wagon" did back 
in the days of 1905 — and so the crowds lis- ' 
tened in. Laughter like the measles is con- 
tagious ; every time the audience chortled. 
Manager Brown won some new customers for 
the Imperial box-office. 


'BilV Pelley Will Spend $25,000 
on Publicity Campaign 

A BOUT two years ago, William Dudley 
Pelley entered the motion picture field 
after ten years spent in the business manage- 
ment of newspapers and five years successful 
magazine and novel writing. 

Being a practical advertising man he ap- 
plied advertising principles to bringing his 
product to the notice of the producers. Go- 
ing into picture studios for his "education," 
making a picture of his own and acquiring 
the thousand and one tricks of the trade by 
actual contact with working conditions, he 
began exploiting his screen plays with cir- 
cular advertising. 

This coming year Pelley is going to adopt 
tactics along a different line. He intends to 
take 25% of his earnings and positively re- 
turn to the producer in the form of exploita- 
tion to the exhibitor. He is going to sell 
the exhibitors of this country on his story 
plots, leaving it to the individual producer to 
judge whether he wants to take advantage of 
this exploitation by acquiring Pelley stories 
for screening. 

To sell the story to the producer — at least 
harpoon his interest in it — Pelley is first go- 
ing_ to write screen dramas that contain ex- 
ploitation possibilities in great, dripping blobs. 
Stories that lend themselves to arresting litho- 
graphs : stories that lend themselves to inter- 
esting window displays : that lend themselves 
to exploitation stunts in the streets — none 
others does he intend olfering the trade. 

Instead of going the rounds of the pro- 
ducers and waiting for them to bet their good 
dollars on whether his yarn is worth picturiz- 
ing Pelley is going concretely to work to sell 
the exhibitor on each story plot. The salient 
features of his campaign include the follow- 
ing : 

The fact is known only to a limited few 
that Pelley owns and conducts a private print- 
ing plant, where he has a complete staff of 
helpers _ and workers engaged in exploiting 
his stories and features. 

Every time Pelley finishes a story, always 
with the screen angle in the forefront of his 
mind, 15,000 circulars will be sent on the ad- 
dressograph machines in his plant to every 
exhibitor of consequence in the country. The 
circular will contain a complete story of why 
the exhibitor can and should play the film 
and make monev. 

A booklet will then be issued to the same 
15,000 exhibitors, containing the author's idea 
of what can be done to put the picture 
across with the public. Following this cir- 
cularizing and stunt book Pelley will take 
liberal space in the trade journals reaching 
the exhibitor. 

The biggest sales punch of all Pelley is not 
yet tipping off. He purposes, however, to so 
treat exhibitors that thev will profit hand- 
somely bv running his pictures entirely aside 
from their gate receipts. 


A particularly good still showing Percy 
Marmont, settled back in an easy chair, smok- 
ing a pipe, gave Ed. Olmstead, of McVickers 
Theatre, Chicago, the idea of having a re- 
production made in connection vi'ith a na- 
tionally known smoking tobacco. The United 
States Tobacco Company, manufacturers of 
the "Dill's Best," liked the idea so well that 
they have arranged to use this particular pic- 
ture for a national campaign, of course giv- - 
ing full credit to "The Light That Failed" a 
Paramount Picture. Over a thousand posters 
carrying the picture with appropriate text for 
"The Light That Failed" and McVickers 
Theatre, were distributed by the Tobacco 
Company in practically every drug and cigar 
store in Chicago's Loop District. 

December 15, 1923 

Page 31 


Big Advertising Campaign Reveals Amazing Range oj Subjects 
Prosperity Pageants Prove Popular With Public 

TIE RE'S the reception that escorted the 
Paramount float on a two-hour parade of 
Denver. These same banners were used in 
every parade and demonstration in Colorado. 

THE prizes offered by Paramount to the 
members of the field exploitation force 
for the best campaigns for Paramount Pic- 
tures during Paramount Month have been 
awarded as follows: First prize, $250, to 
Rick Ricketson, Denver; second, $200, to 
Russell B. Moon, New Haven; third, $150, 
to Kenneth C. Renaud, Salt Lake City; 
fourth, $100, to Joseph T. Emmerling, 
Omaha. The judges were Claud Saun- 
ders, director of exploitation; A. M. Bots- 
ford, advertising manager; Charles E. Mc- 
Carthj^ publicity manager; L. J. Bamberg- 
er, assistant exploitation manager, and S. 
D. Palmer. 

Examination of the campaign submitted 
revealed an astonishing amount of intensive 
work performed by the contestants, rang- 
ing from a large number of double-page 
advertising trucks tying in local advertisers 
with Paramount Month, tie-ups with com- 
mercial products, popularity contests and 
star guessing contests to the series of 
Prosperity Pageants which were the big 
feature of Ricketson's campaign in Color- 
ado and Wyoming. 

Ricketson Strikes Keyriote 

ll/r R. RICKETSON struck the keynote 
of his campaign in the opening para- 
graph of his report to Mr. Saunders: 

"For the past year you have stressed the 
absolute necessity of extending our ex- 
ploitation activities to the very smallest 
communities. At our convention in Los 
Angeles Mr. Kent also pointed to this 
need. The answer of the small-town ex- 
hibitor has too often been: 'It's all right 
for bigger cities, but my town is too small.' " 

With this thought in mind Ricketson de- 
vised his plan of action to link the large 
towns and the small towns in one general 
exploitation program 
and still allow each 
community to develop a 
campaign suited to_ its 
own individual desires. 

Early in the summer, 
Ricketson made a r- 
rangements with the 
Willys-Knight factory 
to furnish a Willys- 
Knight chassis and a 
driver for a tour of 
Colorado, on a mutual 
tie-up. A fine float, 
electrically illuminated, 
was built and the first 
exhibitor sold on the 
proposition was the 
Mountain States Thea- 
tre Corporation. This 
company agreed to 
build two floats and 

thirty framed banners alid cut-outs, mount- 
ed on scenic cloth, advertising the Para- 
mount hne-up of pictures for the balance 
of 192j, proMding Ricketson would assume 
all responsibility of handling the stunt and 
extend the tour to their towns first. 

Foundation for Pageants 

j j ERE was the foundation for the Pros- 
J- penty Pageants. It would be possible 
to furnish every exhibitor the background 
ior a lot of local excitement at practically 
no cost to him and to present a demonstra- 
tion for Paramount and for the local thea- 
tre that the people of the town would long 

So at Denver, on Saturday, September 1, 
the motor float started on its 2,000-mile 
journey, remaining in each town just long 
enough for the local pageant. Six and 
eight towns were made sometimes in a day 
and practically every town of importance 
was visited. In connection with the pa- 
geants throughout Colorado were staged 
baby shows, beauty contests and fashion 
revues-, and fall festivals, county fairs and 
all kinds of local celebrations were tied up 
with. In every town there was a parade 
of at least twenty cars. The Willys- 
Knight people instructed their dealers to 
get out all the Knight cars in the vicinity 
for the reception and parade. Banners and 
pennants for the parades were carried 
from town to town in the pilot car. 

Attached to the touring float there was 
a small bombing machine which fired a 
salute upon arrival in each town; a big 

The Boosters Club of Delta, Colorado, turned out 
two hundred strong for the Paramount Prosperity 
parade. The Mayor welcomed the tourists. 

turret searchlight that swept the skies at 
night (for some of the pageants were held 
in the early evening), and a small platform 
on' which gas was generated for six-foot 
balloons, two of which were released after 
each parade. Eighty balloons were pur- 
chased for $50, which made the cost to 
each exhibitor using two, one dollar and a 
quarter. Free tickets to the theatres, fan- 
foto or some kind of propaganda was al- 
ways attached to the balloon. 

There were some wonderful receptions 
along the route. Local newspapers, in 
most cases, offered prizes for the best 
decorated floats, prettiest girls, oldest cars, 
etc. The pageant was a prominent feature 
in the celeljration that opened the new 
paved highway at Golden and paraded be- 
fore thousands at the Weld and Adams 
County fairs and the Pike's Peak Festival. 

Plan of Titling Winner 

IVTOW for Wyoming. In the space of 
■'-^ time allotted it was impossible to cover 
this big State by automobile in addition to 
State-wide popularity contest to select Wy- 
oming's most popular girl. The Rialto 
Theatre, at Casper, the largest exhibitor 
of Paramount pictures in the State, agreed 
to finance the contest and through arrange- 
ment made by the Rialto management 
with the Casper Herald, that newspaper 
sponsored the campaign through its col- 
umns and those of the many smaller 
papers in the State using its news service. 
Frist prize was a trip to Hollywood in- 
cluding stop-overs at all scenic points 
along the route and an ocean voyage to 
Portland, Ore. 

The winner was to appear in the pic- 
ture titled, "Miss Wyoming in Holly- 
wood." This picture 
was built up with scenic 
shots taken along the 
route and showed many 
close-ups of "Miss Wy- 
oming" (Miss Edna 
Ames, of Casper) leav- 
ing on her journey and 
in Hollywood. A com- 
b i n a t i o n of trailers 
from forthcoming Para- 
mount pictures complet- 
ed the film and it at- 
tracted wide interest 
when shown later in all 
the theatres in the 
State using Paramount. 

R i c k e tson's scrap 
book bears ample evi- 
dence of the success of 
his interesting cam- 

Page 32 

Exhibitors Trade Review 

Newspaper Displays that Set Pace as Good Copy 

Playing With Printer's Ink Is Itself an Art. Here Is a Group of Exceptional Samples Dealing With First National 
Pictures. Each Appeals or Attracts from a Different Angle, but a Careful Study Quickly 
Reveals the Fact That the Message 'Gets Over in Every Case 

S'S.pWfj^. ."4" , yo.^^-'J^H, FOURTH. 
„A=r.n«o '° °"'„ SUNDAY. N'-'"'- „„,, ct.uu'""' 

of fr."j; city. p''?°s¥5j?ce - - "''"'^ 

^ I l^O" Pl.yu,g 
Today & Sat 

December 15, 1923 

Page 33 




FANS, as well as literary and motion pic- 
ture editors of all newspapers through- 
out the country have been requested by 
Vitagraph to send in the name of the actor 
they think best fitted to play the lead in 
Captain Blood a story by Rafeael Sabatini 
the author of "Scaramouche." 

Vitagraph has been moved to take this ac- 
tion because of the discussion among critics 
and playgoers over the widely different meth- 
od of interpretation of the leading role of 
"Scaramouche" as portrayed by Ramon No- 
varro and Sidney Blackner on the screen and 
stage respectively. 

The role of Peter Blood is that of a 
rollicking, romantic adventurer whom fate 
turns pirate and who sails the Spanish Main. 
It is a part which every leading actor in pic- 
tures is anxious to play and Vitagraph has 
been beseiged by applicants for the role since 
the announcement that this company would 
picturize the famous novel. President Smith 
is anxious that the very best and most popu- 
lar leading man in the country shall have the 

The choice of star should be sent to the 
Vitagraph ofifice in Brooklyn, N. Y. 


Fall flu and the possibilities of another 
epidemic are constant dangers in England. 
Horace Judge is accused of profiting by 
the annual scare to the extent of exploitnig 
First National's The Dangerous Age. 

Advance pubhcity was given the picture 
in London by a tie-up with Bilton's Pipe 
which, according to the published adver- 
tisements, make for health. 

Londoners understood that and they 
understood that this is "The Dangerous 
Age" as the window card told them. It 
also told them that they ought to see the 
First National attraction to realize just 
what "The Dangerous Age" was. 


Mr. F. W. Goodale, Manager of Loew's 
Theatre in Ottawa, Canada, prepared an 
unusually effective and artistic lobby dis- 
play to exploit his recent showing of The 
Common Law. The figures were cut from 
the stock six sheet, mounted on cardboard 
and arranged in" a striking manner on a 
miniature stage. 

A local merchant, Cleghorn Beattie, tied 
up with the display by furnishing the very 
handsome draperies, which formed the 
background and frame for the scene. 


Novel publicity was used recently in 
Portsmouth, Ohio, by Universal Exchange 
for Baby Peggy. Twenty-five dollars in 
prizes were given to the three best look- 
ing babies in the city and special prizes 
were awarded to those who resembled Baby 
Peggy. A local photographer gave six 
pictures to the child that bore the 'nearest 
resemblance. The Ford and Buick agency 
in the city gave free rides to several other 
babies resembling Baby Peggy. Joe Mayer 
of the Cincinnati oiifice of Universal hand- 
led the exploitation. 


C. B. King, manager of the Crown 
Theatre, at Mobile, Alabama, put across a 

novel publicity stunt during the three days 
that he, ran the Hodkmson speed picture 
The Drivin' Fool recently. Under "per- 
sonals" in his local paper, he inserted the 
following teaser ad: 

The song of the flapper! "Please Sweet 
Daddy Go Just a Little Faster So They 
Can Call You 'The Drivin' Fool.' " 

This was not only an interest provoker 
but brought the business. 

When the circus staged its parade in Canton, 
Ohio, the Alhambra Theatre got a moving ad- 
vertisement on their moving picture. This 
truck headed the parade, and being changeable 
as well as reversible, will be used again to adver- 
tise other coming screen attractions 


Taking the two heads from the twenty- 
four sheet. Manager Clark of the Casino 
Theatre, Greenville, S. C, made a well bal- 
anced lobby display for First National's 
A Man of Action. Douglas AlacLean and 
his leading lady faced each other up in 
the air above the huge sign, covering half 
the lobby which announced the attraction. 


Cinderella slippers free to the ladies who 
could wear them, was an effective bit of 
exploitation employed by L. M. Conrad, 
managing director of the Parkview Thea- 
tre, Johnstown, Pa., to attract attention to 
Where the Pavement Ends. The slippers 
were on display at a local store. 


Early concentration and hard plugging 
furnish the prescription by which Manager 
H. B. Vincent and exploitation director 

Frank H. Burns put over First National's 
Dulcy at the Beacham Theatre, Orlando> 
Florida. Only two exploitation angles, 
both of them exceedingly simple, were 

The morning newspaper carried the 
whole series of "Dulcy" cartoons, furnished 
by the First National publicity and adver- 
tising department. These ran three weeks 
in advance of the opening. Then the 
theatre picked up the threads with small 
teaser ads on the "Dulcy-Dumbell idea" 
and the distribution of thousands of cards 
and heralds reading: "Don't Say Dumb- 
bell — Say 'Dulcy' and see Constance Tal- 
madge in her newest picture, 'Dulcy' at the 
Beacham Theatre." 


"Why Worry About the Wash," was 
the theme of one of George E. Brown's 
stunts for the Lloyd picture when it was 
playing at the Imperial, Charlotte, N. C. 

Five thousand heralds were made up for 
the leading laundry in town, and were dis- 
tributed in the outgoing packages of wash-i 
ing to a like number of families. ' 

The text of the herald, with chief prom- 
inence given the title was, "Why Worry, 
at the Imperial, about blue Monday, when 
you can send your clothes to us." 


Another attractive novelty has been com- 
pleted this week by C. B. C. Film Sales 
Corporation on its feature picture The 
Marriage Market, which features Jack 
Mulhall, Alice Lake and Pauling Garoii in 
the cast. 

This is an effective two-color mailing 
sticker, printed in yellow and red, for use 
on envelopes and . exploitation material. 
This has already been sent to the various 
franchise holders of C. B. C. pictures with 
a detailed letter for its successful usage. 


How do you like this idea for exploiting 
Wesley Barry in Heroes of the Street. 
The management of the Alcazar Theatre in 
Birmingham, Ala., distributed "Wesley Bar- 
ry" writing tablets to school children be- 
tween the ages of six and twelve, during 
the time of the showing of the picture. 

This is a good suggCbtion for you if you 
schedule "Heroes of the Street" for another 
run. And if you want our advice you will 
run it, because it's a worthwhile picture 
and a real money getter. 


Having seen the picture for himself and 
being convinced of its certain success, 
]\.ichard L. Simon, representing the sales 
department of Boni and Liveright, is giv- 
ing First National's Flaming Youth the 
most ususual and far reaching co-operation 
that has ever been accorded a motion pic- 
ture producer by a publisher. 

Boni and Liveright are circularizing all 
their agents urging them to stock copies 
of the books to coincide with the play-dates 
of the picture at the local theatre and mak- 
ing generous consignment offers to (1) off- 
set the increased demand for tb-^ book re- 
sulting from the sliowing of tli'^ picture 
and, (2) protect the agent as far as pos- 
sible from the risk involved m large orders. 

Page 34 

ExhibiWrs Trade Review 

Vanity, Clothes — Larceny ! 

"yANITY, vanity, all is vanity. So 
said the wise Solomon when the 
first woman stole to adorn and make 
herself attractive to the opposite sex. 

On that principle of human nature, 
Howard Price Kingsmore, manager of 
the Howard Theatre in Atlanta, Ga., 
put on an elaborate fashion display as 
a curtain raiser to "Lawful Larceny," 
and reaped the inevitable benefits ac- 
cruing from active wits. 

With the George Muse Clothing 
Company in close co-operation with 
him, he placed the latest fall gowns 
before female Atlanta and — not many 
failed to rise to the bait. Atlanta girls 
most easy to look at were persuaded 
to act as the models and, with the 
addition of striking ostrich and lace 
fans, bandeaux and other suitable ap- 
purtenances, no one in the large audi- 
ence, least of all the male patrons, 
found the prelude to the play in any de- 
gree irksome. 


Not only did the postal department of 
Pasadena, California, support Emory John- 
son's mail drama "The Mailman'" during its 
recent engagement at the Florence Theatre 
in the Southern California community, but 
the fire department as well took a hand in 
the campaign which broke all records in the 
amusement annals of the town. The fire- 
men's crack band, regarded as one of the best 
musical organizations of firemen in the coun- 
try, led the big mail worker's parade which 
featured the opening night. One hundred 
mailmen also took part. 


Proves Novelty to Brooklyn Mark 

Strand Theatre Patrons 

HE Brooklyn Mark Strand Theatre is 
creating much new musical interest 
through the novel methods employed by Man- 
aging Director Edward L. Hyman in staging 
the instrumental and vocal end of his pro- 
grams. No small amount of this aroused in- 
terest is due to the feminine chorus of eigh- 
teen, and the "orchestra within an orchestra" 
which has materialized as a result of the 
popularity of symphonized jazz numbers. The 
Mark Strand' Little Symphonized Jazz Or- 
chestra is made up of ten pieces, all playing 
in the regular orchestra in addition to being 
featured upon the presentation stage and in 
radio concerts. 

With Marv Pickford in "Rosita" the street 
singing incident was chosen upon which to 
build a musical number. A platform served 
for a dancer made up as Mary Pickford m 
the film. This was backed up by a dark 
plush curtain and a huge setpiece Spanish 
fan draped with bright shawls. The femi- 
nine chorus served as atmosphere and had 
two song numbers. A basso made up as male 
lead of the film also had a solo, and there was 
some ensemble work, bringing the number 
to a punch finish. 

The following week a number was built 
around a female harp quintette, placed up- 
stage left, with the feminine chorus in pyra- 
mid formation against the back drapes. The 
ballet used upstage right, the whole making 
a beautiful picture. Handel's 'Largo,' 
"Humoresque" and "Chansonette" were the 
selections presented, the chorus figuring in the 
first and third, and the harp quintette and 
ballet in all. 


Goldwyn's mystery picture, "Red Lights," 
appealed strongly to the motion picture public 
of Toronto where the receipts showed a big 
increase over recent attractions booked there. 

In exploiting the picture thirty of the 
thrilling 24-sheet posters were placed through- 
out the city. Each one of these stands was 
lighted at night and attracted an unusual 
amount of attention. 

French Gowns and a Baby 

EVERYBODY loves a baby, though 
the species may be widely varied, 
and every baby loves a doll. By the 
simpliest process of reasoning, you'd 
argue that every baby sees in the doll 
an image of itself and loves the doll 
for that elemental reason. But every 
grown-up loves a doll for — well, name 
the reason that best suits yourself — we 
don't like telling stories out of school. 

French women having since time be- 
gan been known as the most subtly 
attractive, every female grown-up sees 
in a French doll the "most cute," the 
most attractive of images, and accord- 
ingly yearns toward it. 

Given Mae Murray in "The French 
Doll" therefore. Manager Ben Burgem 
of Dcs Moines, utilized tiie psychology 
of colors in addition to that of ego, 
and adorned the front of the Rialto 
Theatre there with a draped curtain of 
light shade, caught up with the frills 
and rosettes of the ornate old-French. 
On each side of the lobby entrance two 
striking framed pictures of French 
dolls were hung and the crowds came. 


Supplementary exploitation aids are now 
being prepared for the Hodkinson picture 
"Michael O'Halloran," Gene Stratton- 
Porter's picturization of her novel. The new 
booklet contains suggestions for putting 
across Boys' week, "Be Square" clubs among 
boys and tie-ups with merchants on the "Be 
Square" slogan. 

The co-operation of Crosset and Dunlap 
publishers of the motion picture edition of 
"Michael O'Halloran" in bookstore displays 
has proven very effective. 

'T'HIS novel 24-sheet put out by Universal for "The Hunchoack of Notre Dame" has as its basis of exploitation a sound selling principle which it would be 
hard to beat. The critics depicted are . those on whom probably more people depend for opinion of film dramas than any other like number of critics in the 
world. The advantages of broadcasting favorable comment from such a distinguished group is all too obvious to need further comment. 


December 15, 1923 

Page 3a 

New Pictures Abound in Booking-Urge Schemes 

New Devices and Tested Ideas Applied to the Latest Features as an Aid to 
the Shoivman in Increasing Box-Office Returns 

'Thundering Dawn' 

Released by Universal 

November 5, 1923. 

BRIEF; A young iran on the eve of his marriage 
leaves for Java in order to help his father retrieve 
his fortune. He falls into the hands of a sche.iiing 
planter and is almost ruined hy a contriving woman, 
when his fiance" arrives and finally takes him back 
to the states. 

TP HIS picture is what is known as a "real 
thriller." It is crowded with tense situa- 
tions, heart throbs and suspense, all of which 
3'ou will find of tremendous assistance in ex- 
ploiting the film. 

Stills and posters from the picture make ex- 
cellent interest arousers so get busy and put 
the snappiest ones in your lobby and get as 
many as you can in conspicuous places in your 

Use also the red arrows on which are 
printed the name of the feature and the dates 
of showing at your theatre. Place these on 
trees, blank walls, and telegraph poles, being- 
careful that they all point in the direction of 
the theatre and that they are numerous enough 
to attract the eye of the passerby every few 
feet. These arrows will say, "Follow the ar- 
rows to 'Thundering Dawn' at the " 

A ringing alarm clock always arrests the 
atteritidn. Get all the merchants handling 
clocks to feature them in a display. On the 
faces of these clocks you should have printed, 
"Thundering Dawn." The copy accompany- 
ing these time pieces should be to the effect 
that with one of these you are sure to be 
awakened to the responsibilities of the "thun- 
dering dawn" at any hour you desire. 

A number of these clocks set in your lobby 
and wound so that the alarm will be discharged 
from fifteen minutes before the opening 
of the performance until ten minutes after, 
will do much to bring in the chance passers- 

'Anna Christie' 

Released by First National Dec. 8, 1923. 

BRIEI :. Picturization of the Eugene O'Neill's 
stage success, by Thos. H. Ince. Directed by John 
W'ray and featuring Blanche Sweet and George Mar- 

IT is not everyday that there comes to the 
exhibitor a play with ready made public- 
ity; a play which scored such a stage success 
as will not soon be forgotten ; a play which 
received the Pulitzer prize as the best of the 
year. Yet this is the record of "Anna Chris- 
tie" which has now been reproduced on the 
screen without any vital changes. 

The story is a sea drama — an old sea cap- 
tian who has grown to hate the water, his 
attractive young daughter who has been 
brought up on a farm but longs for the sea, 
and a young man who is rescued by the old 
tug on which the father and daughter are 

Your greatest exploitation angle is an in- 

tense emphasis on the popular name of the 
author of the play and the success of the 
piece as a stage production. All your ad- 
vertising should play on these two things be- 
cause they carry much weight. And in this 
connection you should make use of the pub- 
lished edition of Anna Christie in tie-ups with 
book merchants and libraries. 

You can do fine things with your lobby in 
bringing out the atmosphere of the picture. 
For instance, you can cheaply and easily cam- 
ouflage it to look like the cabin and deck of 
a ship by the use of printed beaverboard, life 
savers, coils of rope, barrels and similar bits 
of sea paraphernalia. 

An effective touch in this connection might 
be attained by having the lobby practically 
completely dark and playing a strong search- 
light on that portion which has been made to 
resemble the cabin. You are sure to attract 
attention by this and the scheme will probably 
awaken a keen curiosity. 

It might also be wise to dress the theatre 
attendants in naval uniforms having the ticket 
seller and ticket chopper appear as ordinary 
sailors in keeping with the surroundings. 

Your lobby posters and windows cards 
should be chosen with an eye to accentuat- 
ing the remarkable pictures of the sinking 
of the vessel. Some fine photography has 
been done in this connection and you should 
get this across to the public. 

'Let's Go' 

Released by Truart 

Deeember 1, 1923. 

BRIEF: A dare-devil stunt picture with Richard 
Talrradge playing the part of the ne'er-do-well son 
who makes good to win the girl he wants. A Car- 
los Production directed by W. K. Howard. 

LET'S GO" is another stunt picture of the 
variety which the public seems so much 
to like. In it Talmadge takes full advantage 
of his ability to perform hair raising stunts 
and keeps the audience on the edge of its 
chairs all the time. The story provides a 
sufficient vehicle to carry all the tricks and 
the selection of the name has provided for 
simple means of exploitation. 

"Let's Go" as a slogan can be used almost 
anywhere especially in a connection of this 
sort. In a display by the sporting goods 
merchant of golf clubs, tennis rackets, fishing 
tackle and the like he could link up the title 
of the picture in a card that reads : " 'Let's 
Go' golfing (or fishing or skating or what- 
not) this morning and get back in time to see 

Richard Talmadge at the " 

This could also be used similarly by cloth- 
ing stores or department stores handling a 
special sport clothes line. 

For street bally purposes you might do well 
to hire a man or two who could do tricks and 
stunts which lie could demonstrate in front of 

your theatre or in the park or open square. 
After they finish some one in the crowd 
could hand out heralds announcing the com- 
ing of Richard Talmadge compared to whom 
these tricks which have just been performed 
are absolutely nothing. 

If you have built up a patronage with whom 
you keep in touch through a mailing list, you 
should send them simple letters starting: 

" 'Let's Go' to the Theatre next 

Monday night. Richard Talmadge will be 
there and he will show you a hat full of 
stunts that will make your eyes pop out. This 
is an advance notice intended to give you an 
opportunity to make your arrangements be- 
fore the general public hears of his appear- 
ance and jams the theatre." 

'Why Elephants Leave Home' 

Released by Pathe December 9, 1923. 

BRIEF: An adventure picture depicting the perils 
and thrills experienced in the hunting, capturing and 
traming of wild e.enhants. Produced by Cinema 
Distiibutmg Corp., under the direction of Fred A 

not a sex picture, and has no relation to 
why girls leave home. In fact, it is a circus, 
vaudeville and rodeo all wrapped in one pack- 
age. It is something decidedly different from 
the general type of film and for this reason 
will stand being featured though it is only a 
two reeler. Moreover, it contains excellent 
opportunities for exploitation which should 
be taken into consideration. 

Arrange your lobby with a circus effect, as 
the picture is wide open for this sort oi 
exploitation. Mount the stills and have them 
prominently displayed; also frame the illus- 
trative rotrogravure sheet and exhibit it in the 
lobby. Get up a door knob and automobile 
tag upon which should appear copy similar 
to this : "View the answer to a question that 
is rocking nations. See 'Why Elephants 
Leave Home' at the Theatre." 

It is suggested that a card 9x10 be printed 
bearing the following: "Closed — ^gone to the 

Theatre to see 'Why Elephants 

Leave Home.' " This card should be displayed 
in front of stores, etc., on Sundays or dur- 
ing hours in which the store is ordinarily 
closed. Also include in the copy the date of 
your showing. 

_ For a lobby bally stunt, dress a man like a 
circus barker and surround him with a circus 
atmosphere. Have him stand on a platform 
in the lobby and give a spiel. This will set the 
neighborhood buzzing. 

If it is possible to get hold of one, you 
would certainly attract attention by parading 
a real elephant wearing signs announcing the 
showing, through the streets. But this is not 
practical and so we would suggest that you 
substitute two men in a fake elephant hide and 
let them cut capers in the crowded streets. 

The damsels on 
the left seem 
somewhat pro- 
tected but our 
sympathies are 
all for the fair 
maidens on the 
right who cer- 
tainly seem to be 
in for it when 
the winter 
breezes start to 
blow. Both are 
scenes from the 
prologue staged 
at the Brooklyn 

Mark Strand. 

Exhibitors Trade Review 

And your dark brown hair and your rosy cheeks and everything else about you. This is precisely 
how every kid feels who passes the New York Gimbel store and sees the window display of 
Baby Peggy Dolls shown in conjunction with the personal appearance of the little star at the 

big department store. 

Page 36 

'Little Old New York' 

Released by Cosmopolitan November 4, 1923 

BRIEF: A romance of America's beginnings which 
mirrors with honest and dramatic insight, the lives 
and loves of a hundred years ago. Starring Marion 
Davies, under the direction of Sidney Olcott. 

HERE is a picture with Marion Davies un- 
doubtedly at her best. The picture holds 
a story, replete with romance, pathos and 
comedy, and is one which shrieks exploitation 
at you from every side. In the first place you 
should present the film with music which will 
really help to carry the audience back into 
the days of "Little Old New York." To this 
end Victor Herbert has composed two over- 
tures especially adopted to the picture. Get 
your hands on these and use them. 

Then there is the department store window 
and the possibilities for a mighty good win- 
dow display using costumes in vogue_ when 
grandma was a girl. If these are selected 
with care and are really pretty, they have the 
effect of acting like a magnet to the passing 
crowds. A neatly lettered card could inform 
the interested that the most up-to-the-minute 
models of the present day styles are to be 
had in their apparel department. 

On a more elaborate scale the thing could 
be worked out with several windows showing 
the changes in costuming from the days of 
"Little Old New York" up to the present time 
and perhaps even including one prophesy win- 
dow predicting the up-to-date woman's outfit 
in 1950. 

Here is a street bally which will arouse 
interest. Dress a man in the costume of 
"Little Old New York. ' Outside of your 
theatre get your carpenter to build a stock 
such as was used in those days for public 
floggings. Have the man locked in with huge 
padlocks. On his back have a card, "This 
is the way they punished them in "Little Old 
New York' when America was young. Come 
in and see 'Little Old New York' now." 

The apparel shop tie-up might be used in 
the reverse manner to the previously suggest- 
ed one. The window should show the latest 
models in women's apparel. With them ap- 
pears a sign, "These are the latest styles from 
'Little Old New York.' Compare them with 
those of 1810 as shown in 'Little Old New 
York,' now playing at the " 

You might also do this. Dress two men 
as town criers in knee breeches, satin jack- 
ets, colonial pumps, etc. Have them stand on 
the busy corners of the street and in imitation 
of the old town criers who were the news car- 
riers of the time, urge the passersby to see 
the picture showing at your theatre. 


Released by Pathe October 7, 1923 

BRIEF: Story depicting the trials of Christopher 
Columbus before and at the time of his discovery of 
.America. Adapted to the screen from "'The Spanish 
Conquerors," a chronicle by Irving Berdine Richman. 
Featuring Fred Eric and Delores Cassinelli. Directed 
by Edwin L. Hollywood. 

COLUMBUS" is the first of a series of 
Chronicles of America being produced by 
the Yale University Press, under the super- 
vision of the Council's Committee on Publi- 
cations of Yale University. The film is re- 
plete with material for exploitation stunts and 

It embraces a story that lives in the mind 
of every American, and will need no intro- 
duction, having been conscientiously taught to 
every one who attended any kind of school 
in this country. It offers sure-fire tie-ups 
with Rotary Clubs, Kiwanis Clubs, Boy 
Scouts, Knights of Columbus, Italian So- 
cieties, civic officials, patriotic societies, 
American Legion, Y. M. C. A. and Y. W. C 
A., historical societies, women's clubs and 

These organizations should be the first line 
of attack. Get in touch with these people 
through circular letters and personal visits. 
Invite the executives to a special showing, 
and arrange to give talks to the various 

organizations. By this method you will un- 
doubtedly succeed in making every one 
eager to see the picture. 

Go after the indorsement of the Knights of 
Columbus and the Italian organizations and 
use these in your advertising campaign. Co- 
operate with the Board of Education in ar- 
ranging a special matinee at reduced prices. 
Saturday morning would be the best time. 
You will probably get the kids flocking in and 
their chatter is valuable. 

Tie-up with the Boy Scouts to sell tickets 
in the neighborhood of your theatre, giving 
a certain percentage of the sales to their or- 

'When Odds Are Even' 

Released by Fox November 25, 1923. 

BRIEF: Story of a struggle for a rich mine 
and the love of the ward of one of the concerned 
parties for the agent of the other. Dorothy Devore 
has been cast as the heroine while the hero role 
is filled by William Russell. Lloyd Whitlock makes 
a villainous villain. Directed by James Flood. 

'T'HE best method to employ in the ex- 
ploitation of a picture of this type 
whose name is not easily adaptable to 
every day things, is to lay emphasis on 
the content of the story. There is enough 
variety of location in the film to permit 
of a quantity of varied posters, lobby 
cards, heralds, etc., each picturizing differ- 
ent scenes. 

Your advertising should play up the 
theme of the story — the elements of ad- 
venture, the youthful love, the fine mine 
scenes, and the like. Moreover, these 
suggest many merchant tie-ups. The most 
prominent of these, since the story hinges 
about the possession of a black opal mine, 
is with tlie jewelry shops who, using any 
sort of a brooch for display purposes, can 
link up the significance of a brooch as a 
love tryst. 

Dorothy Devore's lovel)' clo.thes make 
possible, tie-ups with woman's outfitters, 
while the various types of clothes worn 
by the male characters would make ex- 
cellent hook-up material with men's 
clothiers, shops handling sport clothes and 

The numerous sliip scenes that occur in 
the picture are your cue for an unusual 
lobby which could be made to resemble 
the general outline of a ship or some 
particular part of it. This need not be 
expensive since it can be done with painted 
compo board and an intelligent use of 
lights to get just the right effect by cast- 
ing parts in shadow and throwing the im- 
portant features into relief. 

'Stephen Steps Out' 

Released by Paramount November 26, 1923. 

BRIEF: Douglas Fairbanks Jr. makes his formal 
bow to the moving picture world in a picture adapt- 
•d from "The Grand Cross of the Crescent" by 
Richard Harding Davis. Directed by Joseph Hena- 

"U* VER since Douglas Fairbanks became 
famous and it was known that he had a 
young son, the movie world has been waiting 
for him to grow up suflSciently to make his 
debut in pictures, and finally the time has 
come. In "Stephen Steps Out" it is really 
Doug, Jr., who does the stepping and up to 
date he has been acclaimed by trade paper 
and daily critics, as a born actor with real 
genius, able to carry on for himself even if 
he did not have the backing of the fame of 
a popular dad. 

But for the exhibitor the paternal fame 
should be the basis for exploitation. By that 
we mean that undeniably on his first picture 
at least, Douglas, Jr., will be sold on the 
merits of his parentage. Douglas Fairbanks 
is one of the most popular actors on the' 
screen to-day and practically everyone is 
anxious to see what his son is like, if he has 
his father's smile, if he shows possibilities of 
equaling his dad acrobatically, if he is as good 
looking, if he can really act or whether the 
producer is depending on his connections 
alone. This is said with absolute assurance 
having ascertained the general opinion on the 
subject from the average person in New York 
where the film is having its premiere. 

In connection with having his name ride big 
in lobby cards, advertising display, posters 
and other advertising media, the lobby should 
be decorated to reflect the spirit of the picture. 
This can very simply be done by the use of 
college pennants, seals and fraternity flags. 
Moreover the ticket seller could be dressed 
in typical collegiate attire and the ushers could 
be similarly rigged out. If you employ wo- 
men instead of men^ they could be dressed in 
what is the last word in co-ed apparel. 

Since the story is one reflecting the life of 
the college and prep school boy you have a 
fine field for tie-ups with merchants who deal 
in this type of clothes and with sporting 
goods stores, stationers and the like. 

An effective street bally could be arranged 
by dressing a middle aged or old man as the 
proverbial college professor and have him 
walk throusrh the streets with a young man, 
a typical collegiate, nulling him by the ear and 
brandishing over his head one of those old 
fashioned switches which were formally used 
to make boys obedient. This is sure to get the 
crowd and will hand everyone a lauffh. 

December 15, 1923 

Page 37 

^ried and Proved Pictures 

Something Eeally New! 

IX addition to this regular department of 
Tried and Proved Pictures, The Exhibi- 
tors Trade Review has inaugurated a Tried 
and Proved Showmanship Service Bureau! 

That means that if there is a picture of 
past release which you would especially like 
to put over in a big, different, or small way, 
a letter addressed to our Showmanship Ser- 
vice Bureau will bring you several real adapt- 
able money-making ideas. 

They will come to you by return mail. 
The following week they will appear in print 
for the benefit of other exhibitors. 

It also means that if you want to know 
about new ideas for the older pictures the 
Bureau will tell you what and how. 

There also may be Tried and Proved Pic- 
tures which as yet have not been advertised 
or treated editorially in this department, in 
which you are interested. Give us the names 
of such releases and you shall receive the 
same full information from the showmanship 
angle of possibilities. 

In fact, if there is anything whatsoever in 
connection with the non-current features that 
you want to know, do not hesitate to ask the 
Showmanship Editor. 

_ Xew pictures suggest new ideas in exploita- 
tion. A great majority of those new ideas, 
however, are applicable for many of the older 

Space forbids the listing of all of these 
within the confines of the Tried and Proved 
Pictures department. 

Xevertheless those same ideas are available 
to you. They are yours for the sim.ple asking. 
Take advantage of the new Showmanship 
Bureau today, tomorrow — anytime. 

'Are You a Failure' 

Hero Story Released by Preferred 

BRIEF: The sen of a once famous, river boss 
lieing timid and therefore a fai'ure, determines to 
try the correspondence course advctised to teach 
men how to become successful. The first lesson 
almost remakes the fellow and by the second he is 
in condition to save the town when a river jam 
threatens destruction. His heroic deed gives him 
the position of river boss for the millionaire whose 
datighter he loves and also gives him the daughter. 

SOXGS, poems, prose, have all tried a hand 
at the correspondence school, some jeer- 
ing at it, other praising it, but "Are You a 
Failure" is the first motion picture to glorify 
this field of endeavor and it is not done in a 
humorous vein either. In fact the picture at- 
tains real heights when it works up to the 
river jam where the young hero proves he is 
not a failure. 

Of course, the most logical tie-up is with 
the correspondence schools who have excel- 
lent selling material in the picture. If there 
is one in your vicinity you should present the 
idea to him at once. Moreover the idea can 
be used as well by the local business school 
using the title of the picture as a slogan for 
an advertising campaign and urging pupils to 
see the picture. 

For a street bally you could dress a man 
as a tramp and put a sign on his back read- 
ing : ■' Are You a Failure' Like I am? It isn't 

too late to change. Go to the Theatre 

tonight and see how 'a failure' became a great 

The hero of the picture never leaves the 
house without his rubbers and umbrellas be- 
cause "you never can tell when it will rain." 
Stores carrying these two articles can get up 
very attractive displays, using this as a catch 
line and urging patrons to be prepared no 
matter what the weather may be today. 
Moreover in the river jam scene all the men 
3 re equipped with heavy rubber boots. Boot 
shops might make use of these stills for a 
tie-up with the picture as a reason for being 
outfitted with boots to fit every occasion. 

Past Performances 

All films listed in this section have 
actually done big things in a box- 
office way. 

It is your opportunity now for 
picking the winners you like. Every 
one has won its way into the Tried 
and Proved department on past per- 
formances of dollars and cents. 

It will profit you to study each 
picture carefully. 

'The Chicken in the Case' 

Matrimonial Comedy Released by S'elsnick 

BRIEF: In order to secure a legacy which he 
cannot have until he is married, Steve Perkins 
de-ides to borrow his chum's wife and advertise 
her to "'Aunt .Sarah" as his. Auntie meets Winifred 
and is much impressed. .So much so, in fact, that 
she decides she is more capable of handling the 
estate than her husband so she signs it over to 
"Mrs. Perkins." Innumerable complications arise 
but it is finally cleared by Steve's finditig a girl for 
himself and marrying her. 

VV/' HEN "Aunt Sarah" comes face to face 
" with the real husband of Winifred and 
sees that her nephew has been deceiving her 
all the time things look pretty dark for the 
young hero. Incidentally the climax of a con- 
tinuous series of side splitting situations is 
here reached and here is, therefore, where 
you should lay the emphasis when you are 
using the text of the story for exploitation 

Do not fail to make the most of Owen 
Moore's n.'.me and the fact that the picture 
is a genuine comedy. This is a big idea. Put 
it over big. 

For a unique lobby display you might dress 
the walls and ceiling in yellow and white 
crepe paper and on stands around the entrance 
have a number of small wooden boxes each 
with a real chicken in it. On each one have 
tacked a poster announcing the name of the 
production. We can almost guarantee that 

this will stop the passerby and urge many 
whose curiosity is piqued to come in and 
see the picture. 

You might use the same idea putting the 
chicken coops on street corners in the -vicinity 
of your theatre and having arrows with the 
name of the showing pointing in the direction 
of your house. 

A more conservative idea is to tie-up with 
apparel shops on displays of women's clothes, 
since the stills from the picture furnish fine 
posters for this sort of display. 

There are also posters which provide ex- 
cellent material to hook up a display of lug- 
gage with the picture since the numerous 
honeymoon and week-end trips in the^ film 
make use of much traveling paraphernaiia. 

'Just a Wife' 

Eternal Triangle Released by Sehnick 

BRIEF: A beautiful young girl enrolls herself 
in the service of a young engineer in an effort 
to help him fulfill his ambitions to become a rail- 
road engineer. She advises his marriage to a very 
personable young woman, but when it is discovered 
that both have married for ulterior motives and 
love is absent they decide to live apart. In the 
meantime Eleanor, has come to love the man she 
has started out to help and declares her love for him. 
But the husband and wife have now found each 
other and they are united. Poor Eleanor is left 
out in the cold. 

THIS picture, the screen version of the 
popular stage play, sounds the popular 
appeal which is very good reason to believe 
its re-booking will meet with as great_ suc- 
cess as its initial appearance. The picture 
is again the eternal triangle but this time 
it is two women Struggling for the possession 
of one man. This is the pivotal point upon 
which you should base your appeal. All 
your advertising and your posters should seek 
to further impress this phase of the story. 

Exploitation schemes, however, may be ex- 
tended to embrace other angles of the pic- 
ture. For instance you can make good use 
of the title in a florist tie-up of this sort. 
Have him arrange an attractive display of 
flowers and with it show a sign reading: "Is 
she 'Just A Wife' or do you feel she is still 
your swetheart, too? Then show her how 

If It's a Paramount Picture 

It's The Best Show In Town 

Ruggles of Red Gap 

with a special cast — One of the best pictures 
T have ever run for all around entertainment. 
Don't fail to buy this one and advertise it strong. 
Ran three days to fine business. Seven reels. 
— J. L. Hatcher, Bell's Opera House, Hillsboro, 
Ohio. — General patronage. 

The Man Unconquerable 

with Jack Holt. — Good. Another Paramount, 
which always are Audience liked it great and so 
(lid I. Book it and don't be afraid. It's all 
there, feet and head. — Geo. Khattar. Khattar's 
theatre, Sydney, N. S., Can. — General patron- 

Burning Sands 

with Milton Sills. — Very good picture. Secoiid 
to none. Some said it was the best shown in 
a year; others acclaimed it great. Book it and 
play it. It's great. Did good business. Para- 
mount doesn't try to squeeze the leather out of 
your boots before they book it to you at that. 
Seven reels. Geo. Khattar, Khattar's theatre, 
Sydney, N. S., Can. — General patronage. 

Racing Hearts 

with Agnes Ayres. — \ dandy little picture on 
the order of "Across the Continent." Pleased 
good average crowds for two days and brought 
out favorable comment from the majority. Plen- 
ty of action and good corredy. Put this across 
to your patrons, just as the press book says, and 
yoii won't go wrong. Five reels. — E. L. Whar- 
ton, Orpheum theatre, Glasgow, Mont. — General 

g>aramoiuit g>iclurss 

The Purple High-way 

with Madge Kennedy — Business good. Ad- 
vertising, cards and one sheets. Seven reels. — 
A. L. Cox, Opera House, Union City, Tenn. — 
Small town patronage. 

Exquisitely beautiful, as tender as the touch 
of a loving mother's hand. Even thoug'.i there 
are more live ones in the cemeteries of your 
towns that there are dead ones outside, buy it 
and boost it and see it yourself and swell up, 
and thank God you know and appreciate beauti- 
ful things when you see them. Clark and Ed- 
wards. Palace theatre, Ashland, Ohio. — General 

Her Gilded Cage 

with Gloria Swanson. — Another box office at- 
traction for us, as Swanson usually is. A good 
picture. It you like Gloria's society pictures, 
book it. — A. L. Veatch, Princess theatre, Mor- 
ganfield, Ky. — Small town patronage. 

To Have and to Hold 

with Bert Lytell. — A very fine picture of early 
history days and one that our patrons liked and 
did not hesitate to tell us so. I call it a 100 
per cent production. — A. L. Veatch, Princess 
theatre, Morganfield, Ky. — Small town patronage. 

The Old Homestead 

with Theodore Roberts. — Well, exhibitors, get 
behind this one and boost it, as it is a fine pic- 
ture. We had many good compliments on this 
one. Tiveryone that, saw it was pleased. Would 
be suitable tor Sunday showing. — John Aden, 
Rialto theatre, Terril, Iowa, — Neighborhood pat- 

Page 38 

Exhibitors Trade Review 


you feel by taking ner some flowers this 

evening and then go with her to the 

Theatre and see 'Just a Wife.' " 

A very similar idea could be used in con- 
nection with a display of men's working 
jackets, smoking accessories, or any other 
little odd things or slight luxuries that men 
like. With these would be a sign reading: 
"Are you 'Just a Wife' or do you try to do 
little things for your husband which will 
please him and make him more happy ? Per- 
haps he needs a new pipe or some fresh to- 
bacco. Come in and make your selection 
now, present it to hubby and then suggest that 
you go together to see 'Just a Wife' play- 
ing now at the Theatre." 

'Her Gilded Cage' 

Tale of Sacrifice 

Released by Paraiiinuiit 

Cooper and Kenneth Harlan will help to 
dress up the window and make the connection 
more vivid. 






*The Poor 


'The Chicken 
in the Case" 

Both Starring 
Owen Moore 



Your Print Is 
Waitino; for Y 


BRIEF: In order to support and try to cure 
her sister who has been made a cripple through an 
accident, Suzanne accepts the position as a cabaret 
dancer and becomes famous. A young American 
dramatist traveling abroad has fallen in love v^ith 
the girl but when he learns what her profession 
is he will have nothing to do with her. She 
comes to America and meets his brother who falls 
in love with her. His brother warns hnn that the 
girl is not worthy. Finally it all comes out that 
she does this for her sister who is suddenly cured 
and they all marry happily. 

A SERIES of dramatic incidents culminat- 
ing in a scene where the truth comes 
out and the young cripple is restored to health 
as by a miracle, gives splendid material for 
the exhibitor to harp upon in his campaign 
to duplicate for the picture at his theatre tiie 
success it has known at so many others. 

Gloria Swanson's name in the stellar role 
is not to be scoffed at when you are trying 
to reach the movie fans. There are many 
who will go far out of their way to see her 
in a good picture and that is why you are 
urged to get your posters and stills in as many 
different localities as you possibly can. 

The cabaret scenes and others provide a 
wealth of costly settings and expensive 
clothes that you will find valuable in arrang- 
ing tie-ups with merchants specializing in 
men's apparel, women's clothes, furniture and 
house decorations. The pictures of the mod- 
est suburban home in which the young crip- 
pled is maintained, is certainly splendid ma- 
terial for a hook-up with the real estate 
man selling homes and bungalows in the 

The title, "Her Gilded Cage" immediately 
suggests a tie-up with the bird store or the 
furniture store carrying bird cages in some 
such manner as this: Have a nun ber of these 
gilded cages with birds in them in the win- 
dow and with them have a sign reading : 
"Get your bird one of these and see how 
happy 'Her Gilded Cage' will make her, how 

sweetly she will sing. Also go to the 

Theatre and see Gloria Swanson in 'Her 
Gilded Cage.' " 

'The Girl Who Came Back' 

Convict Story 

Released by Preferred 

BRIEF: Shiela, a country girl in the city be- 
comes involved with a crook to whom she be- 
lieves she has just been married, and is sentenced 
to serve a term as an auto thief. In the same 
Ijrison is a man who has been railroaded to jail 
and who becomes friendly with "a lifer" who gives 
hi.m outright his share in some diamond mines. He 
becomes w^ealthy and rreets Shiela who has been 
living in the meantime on the money stolen froni 
this man's home. He marries her and they are 
living happily when her first husband who was 
believed dead arrives. Her past is revealed but 
she learns that she was married to the man by 
a bogus justice, and she is reunited wth her hus- 

HE tense moment, that is the real big 
situation, comes at the place where the 
supposed husband arrives and the happiness 
of Shiela is threatened. This scene has sup- 
plied many an audience with a real thrill 
which reflected itself in no uncertain lerms 
at the box office. Play it up and get the 
same results. 

The title is good for an ad slogan. Sell 
the idea to a department store in exchange 
for space in his display windows for your 
window cards and stills. Here's how to work 
it: Either as window poster, or special let- 
ter he can make use of this idea : " 'The Girl 
Who Came Back' to exchange something 
which did not please her was as courteously 
treated as the new customer. Our policy is 
money back if we do not satisfy, and always 
the same cordial treatment.'' 

This might be used, moreover, in a display 
of new creations since the picture is full of 
lovely gowns and dresses. Stills of Miriam 

'The Sagebrusher' 

Blind Love 

Released by Hodkinson 

BRIEF: Wid Gardiner, friend of a lazy farmer in 
Montana put an ad in the paper for a wife sign- 
ing the name of his friend. Annie Squires, in 
Cleveland sees the ad and answers it in her friend's 
name. Finally a meeting is arranged and Annie 
takes Mary to Montana to meet the perspective 
husband. Mary is blind due to eye strain and 
does not see her crude fiance. \Vhi!e the tv.o 
men go for a minister, Mary is stolen and the 
house burned down. She is finally rescued but the 
man she was to marry is killed. Her sight is 
restored by a handsoine young phj'sician with whom 
she falls in love and marries. The two friends 
who were responsible tor the whole thing also marry. 

A BIG forest fire, and a spectacular flood 
scene are undeniably the headlights of 
this Margaret La Mott vehicle whicli has 
been making money for so many showmen 
everywhere. In your lobby and your news- 
paper advertisements devote considerable 
space to these two things and play up the 
fine cast as well. 

Before going to Montana the two girls 
were clerks in a Cleveland department store. 
It would be a good idea, on the strengtii of 
this, to appeal to the clerks in your vicinity 
through a letter which makes plain the fact, 
that the picture will be of interest to them 
because the heroine held the same position 
they do. 

You might find it worth while to run ads 
which seemingly are inserted by the state con- 
servation commission, in which you urge the 
reader to help avoid forest fires. You could 
then link the idea up with your picture by 
pointing out that they can see the results of 
carelessness in "The Sagebrusher" playing 
now at the Theatre. 

'What's Your Hurry' 

Auto Picture Released by Paramount 

'BR]KV : Dusty Rhoades, l racing driver, loves the 
daughter of a auto truck manufacturer, but the old 
man will not consent to the marriage because he 
does not like racing cars and racing drivers. Finally, 
however, when the father and daughter are in dan- 
ger of destruction through a flood, the young man 
arrives with a fleet of trucks, whereby he saves the 
endangered valley. He not only wins publicity for 
the trucks, but the hand of the girl he loves and a 
job as general .manager for the old rran. 

TJERE is a picture with a made-to-order 
title and a screen star who has put the 
picture across to many a capacity house. The 
scene in which he rushes the trucks to the 
scene of the threatened disaster and saves 
the day is a humdinger. It's the sort of thing 
that gets the audiences on the edge of their 
seats and has them leaving the theatres with 
smiles of content. 

And the title ! Could one ask for an easier 
exploitation vehicle. In the first place the 
logical tie-up is with the road authorities 
who can make splendid use of "What's '\'our 
Hurry" as a slogan to discourage fast and 
careless driving. Get the permission of the 
authorities, to placard the roads with signs 
bearing this message and also the announce- 
ment of the showing of the picture at your 

Then go to the agents for some racing" car 
and the dealer in auto trucks and arrange for 
a display using stills taken from the picture. 
You inight also get them to drive the cars 
through the streets with posters on the ve- 
hicles announcing the showing. 

Then, too, the title will come in hand>- for 
a tie-up of any kind used in this way. Either 
in the window or at the side of the store, or 
in any conspicuous place that the merchant 
may desire you could have a sign placed 
reading : " 'Whaf 's Your Hurry.' Stop for a 

few minutes and see our line of . and 

you will be tliankful you didn't rush by." 

You might employ this method of distribut- 

December 15, 1923 

Page 39 


ing hand bills and heralds. Instead of hav- 
ing the distributors just hand these out, let 
them stop each person and inquire, " 'What's 
Your Hurry.' Here, have one of these and 
when you've finished reading it, pass it on 
to someone else." 

This might irritate the people who are in 
a great hurry, but it will get them talking 
and furthermore it will impress on them the 
name of the picture. 

'The Hero' 

War Stoiy Released by Preferred 

BRIEF: A young war hero returning to his home 
town is spoiled and made lazy and unscruptilous by 
the neighbors and family in their worship of him. 
He finally steals some church money belonging to 
his brother, who has been supporting him, and al- 
most brmgs a catastrophe onto the entire family 
when a fire breaks out in the school which the 
brother's small son is attending. Without thought 
of himself "The Hero" rushes in and saves the child, 
but is himself badly burned. However, the experi- 
ence has awakened him to the true condition of his 
conscience and he reforms, making everyone happy. 

nPHE war is still so fresh in the minds of 
all, that the war hero is a warm, vibrat- 
ing reality and a picture whose subject is a 
war hero, has the public attention at once. 
But the biggest thing in this particular one of 
the class is the spectacular school fire in 
which the hero almost loses his life. There 
is some fine photography and some excellent 
acting done here, which if you will play up 
sufficiently in your displays and ads will prob- 
ably net you as big results as the picture 
brought to other houses where it played dur- 
ing long and short runs. 

An effective street bally could easily be put 
into effect by hiring a crowd of young men 
and outfitting them as soldiers. Then let 
them go through the streets bearing one of 
their number on their shoulders. Each one 
should wear a sign which says : "All hail 'The 
Hero' playing now at the Theatre." 

The story of "The Hero" was originally in 
play form and was very successful. Make 
use of this fact in advertising your showing. 
Also arrange for tie-ups with the book shops 
for the sale of the book at the time of the 
appearance of the picture at your theatre. It 
might also pay you to off'er a free admission 
ticket with every book purchased. 

You can easily give atmosphere to your 
lobby and make it interesting to the passerby 
by securing a machine gun, rifles, bayonets, 
trophies of war and the like from the local 
museum or perhaps from the sporting goods 
store or some such source. Dress the theatre 
attendants in army uniforms and you will 
have an attention-arrester that will produce 
enviable results. 

'Burning Sands' 

Desert Story Released by Universal 

BRIEF: In answer, it is claimed, to the Sheik, 
comes "Burning Sands," another Arab play laid in 
the same locale. However, this time the Sheik is 
a kindly old man, whose villainous son deceives him 
by uniting secretly with the enemy tribe. But the 
plan is foiled through the heroic deeds of Daniel 
Lane, a philosopher, who lives alone in the Sheik's 
oasis. In an open battle, waged by a band of 
renegade Arabs, against All's followers, I.ane saves 
the day, kills the villain and wir.s the love of the 
English girl, whom he desires to marry. 

pj ERE is a shiek picture, and records show 
that it is of the variety that the public 
want. The big battle scene out on the open 
desert is undeniably a highlight of the pic- 
ture and is one of the contributing reasons 
why the film met with most gratifying suc- 
cess at all the first run houses where it played 
over a long period of time. 

Besides, it lends itselves readily to ex- 
ploitation ideas. One which may be applied 
to "Burning Sands" comes in the form of a 
lobby display. The big thing you want to 
put across is that the picture is one of deserts 
and shieks and the best way to get this mes- 
sage over is to create that atmosphere in 

Get the How, What, When 
and Where Habit 

Be sure you read the lead article 
in this section, headed "Something 
Really New." 

It offers a service to exhibitors 
that is invaluable in booking and 
playing these features. 

U hatever you want to know, 
whatever you want to get, however 
you want to treat it — write the 
Showmanship Editor. 

your lobby. Dress the door man or someone 
specially hired for the purpose, in a veritable 
shiek costume and rig up a brightly colored 
tent for him at the front of the entrance. 
Have incense burners near by to perfume the 
air with Arabian sweetness. Use large lobby 
cards with the brightest and most vivid pic- 
tures you can get to make the impression 
more vivid. 

It is a comparatively simple matter to ar- 
range with the drug stores or cosmetic shops 
for displays of perfumes and cosmetics which 
will tie-up directly with the picture, being sure 
that plenty of window cards are used to make 
the display more poignant and attractive. 

The street bally stunt which is most fitting 
to this sort of picture is the one where a man 
dressed like a shiek rides through the streets 
on horseback and perhaps distributes heralds 
and throwaways which announce the date of 
showing and the name of your theatre. 

'Michael O'Halloran' 

NSwsboy Novel Released by Hodkinson 

BRIEF: A young newsboy,' an orphan, who works 
hard to maintain the tiny dingy room he calls home, 
finds a little crippled girl left entirely alone by the 
death of her grandmother, adopts her as his family 
and continues to provide for her. A wealthy couple, 
both selfish and on pleasure bent, finally separate, 
after which both reform and the wife takes to doing 
hospital work. Through a meeting with her, Mich- 
ael has little Lily cured so she can walk again, and 
is then the means of reuniting the separated husband 
and wife. 

THE fine spirit and all embracing kindness 
of a little orphan newsie forms the theme 
of this really big story of the noted author, 
Gene Stratton Porter. It is an everyday 
story of everyday life well told and well act- 
ed and for this reason it has been an unde- 
niable box office attraction everywhere. 

Naturally your first thought for the ex- 
ploitation of this picture is the tie-up with 
the book stores for window displays of Por- 
ter's novel in book form. 

Besides the regular edition of the book, 
printed by Doubleday, Page & Co., of which 
the book stores no doubt will be well supplied, 
Grosset and Dunlap have printed a popular 
moving picture edition. Each dealer stocking 
these will be supplied with at least two sets 
of attractive and interest-compelling window 
displays and you will find that practically ev- 
ery dealer does stock the book and will be 
glad to co-operate. You might arrange with 
your leading book store whereby he would 
issue a ticket of admission with each copy of 
"Michael O'Halloran," sold. You could sell 
the dealer these tickets at a reduced price 
and both would profit thereby. 

Another idea would be to give away copies 
of the book as prizes for some contest or to 
the purchasers of the first ticket each day, 
or some such plan. You will be able to pur- 
chase the motion picture edition of "Michael 
O'Halloran" in quantities at a greatly re- 
duced price. 

Probably the easiest way to "cash in" on 
this picture is to tie-up with boy's clubs, moth- 

ers' clubs, schools and other organizations 
on the "Be Square" theme of the picture. You 
might organize "Be Square" Clubs of your 
own among the boys and girls of your com- 
munity, giving to each member a "Be Square" 
button which can be had from your local ex- 

The latest and greatest exhibitor help on 
this picture is the endorsement of the Kiwanis 
Club. Following the endorsement by the Ki- 
wanis Club of Springfield, Mass., Kiwanis 
Clubs throughout the country are signifying 
their willingness to co-operate with the ex- 
hibitor booking the picture because the "Be 
Square" theme coincides exactly with one of 
the underlying Kiwanis principles. The latest 
clubs to signify their approval of the picture 
and their desire to help with exploiting it in- 


Are New to 'your Patrons If You Haven't 
Played Them 


- with 'Virginia Valli and 

I he ^5tOrm House Peters 

Universal Jewel 
"Best box office value this season." — Forum 

Theatre, Hillsboro, O. 
"And draw ! The ushers had to pack them 

in." — Terrace Theatre, Kendall, Wis. 
"Broke all records." — Opera House, Elba, Neb. 
Directed by Reginald Barker 

Foolish Wives 

"Book it. A stimulant !" — Empress Theatre, 

Beresford, S. D. 
"Broke all holse records!" — Orchard Theatre 

Chicago, III. 
"Packed the house." — Community Theatre, 

David City, Neb. 

Universal Super Jewel 

Universal Jewel 
rr} ' .1 TT with an all 

1 rifling with Honor star cast 

"Packed the house." — Community Theatre, 

David City, Neb. 
"Dandy good pictures." — Russell Theatre, 

Brunswick, Mo. 
"Fine show. They did appreciate it." — Strand 

Theatre, Dunsmuir, Cat. 

Directed by Harry Pollard 

rrii TP1' » with an all star cast 
i ne r Lirt Unrversal Jewel 

"Great picture. Very good box ofRce show- 
ing." — Eclipse Theatre, Coleraine , Minn. 

"Went over with a bang." — Town Hall Theatre, 
Chester, Vt. 

"S. R. O. business I Had to turn many away." 
— Olive Theatre, St. Joseph, Mo. 

A Hobart Henley Production 

The Abysmal BrwteR^GiNALD 


"Could not handle the crowd!" — Strand Thea- 
tre, Dunsmuir, Cal. 

"A real box office picture !" — Castle Creek 
Theatre, Lavoye, Wyo. 

"A knockout !" — Opera House, Prague, Neb. 
A Hobart Henley Production 

The Shock starring LON CHANEY 

"NX'onderful audience picture !" — Ludcke Thea- 
tre, St. Peter, Minn. 
Philadelphia, Pa. 
"Very good business." — Belmont Theatre, 
"Mighty good feature. Fine paper." — Para- 
mount Theatre, Star City, Ind. 

Universal Jewel 

Hunting Big Game in Africa 

"Biggest matinee in four years." — Pastime 
Theatre, Mason, Mich. 

"Broke all box office records !" — Lyric Thea- 
tre, Manning, Tex. 

"Will make you 50% more/ money than other 
pictures." — Lee's Theatre, Three Oaks, Mich. 

Advertised in the Sat. Evening Post 

Universal Pictures Corp., 

CARL LAEMMLE, Precident 

Page 40 

Exhibitors Trade Revifw 

elude the organizations at Augusta, Me., 
Jacksonville, Fla., Anaconda, Mont., Beaver 
Falls, Pa., Florence, Ala., Columbus, Ohio, 
Orange, N. J., Enid, Okla., Richmond, Va., 
Baltimore, Md., and Norfolk, Va. This Ki- 
wanis tie-up means that a nation-wide organ- 
ization of influential business men will put 
their influence behind 3'ou and you will reap 
the profit. 

'Main Street' 

Small Tozvn Life Released by Warner 

BRIEF: The story is of a young city girl who mar- 
ries a small town doctor and goes to live in a 
backwoods burg. Her irritation at the small talk 
and petty incidents of the lives of these people 
finally culminate m her leaving home and going 
to work as a government clerk in Washington. After 
a time her husband follows her there and they are 

THE city girl in the small town; that is 
the keynote of this eminently successful 

A "gold medal" winner among 
last year's screen hits 



"Heroes of the Street" 

From the play by Lem Parker 


Directed by Wm. Beaudine 

Greatest of all Romantic 

"The Little Church 
Around the Corner" 

from the play by Chas. E. Blaney 
Directed by Wm. A. Seitei | 

Cast includes Claire Windsor, Kenneth | 
Harlan, Hobart Bosworth, Pauline t 
Starke, Alec Francis, Walter Long, 3 
Cyril Chadwick, Margaret Seddon and | 
others. | 


Classics of the Screen ^ 

picture which has been hailed with acclaim 
everywhere. The picture is based on the very 
popular novel of Sinclair Lewis and appeared 
after the stage success which was also well 
received. It is a picture equally vital to small 
town inhabitants and big city folk and the 
showmen of both places will find it a decided 

Numerous tie-ups and exploitation ideas 
have been used and suggested before to pub- 
licize this film, and all can be used again, but 
there are new ones as well that you will find 

You might have some signs printed read- 
ing : "This is the 'Main Street' of (name the 
town). Stop at the shops and see what fine 
things they have to offer. By patronizing 
our merchants you help the town grow and 

improve. Also stop at the Theatre and 

see 'Main Street' now showing." To help 
bear the expense or perhaps carry it entirely 
you can get the merchants to co-operate be- 
cause you are obviously giving them valuable 

'The Law and the Woman' 

Murder Story 

Released by Paramount 


BRIEF: A newly married man who has told his 
wife all about his past relations with a professional 
vamp, is held for the murder of his ward who 
claimed to be married to the woman. The vamp 
has been responsible for his conviction and he is 
to be executed. His wife's faith in him never 
wavers and finally on the day of the execution she 
obtaiiis his e-xoneration by means of a confession 
from the Aamp. Vi-l',o is the real murderess. 

A FINE, big court trial is the big feature 
(if the entire picture. All evidence leads 
to it, and from it, which is the reason why 
you should single it out and -harp on it. and 
in the process clean up some real fine re- 
turns as has been done by numerous other 

In the first place make use of Betty Comp- 
sori's popularity among movie fans and stress 
the fine calibre of the rest of the cast to 
arouse the interest of the public. 

Then give wide publicity to the fact that 
the picture is the screen version of Clyde 
Fitch's famous play, "The Woman in the 
Case." This play has been published in book 
form and you should arrange tie-ups for win- 
dow displays, making sure to get the idea 
across clearly that your picture is the identi- 
cal play under a different name. 

The title suggests newspaper features in 
the form of debates as to woman's place in 
government, her ability as a lawmaker, the 
advisability of having women on the jury 
and the like. This sort of thing always gets 
a rise out of the public and you can work 
right in with it by having ads on the pages 
on which the story is to appear. You might 
even announce that you will run some of the 
more poignant arguments on the screen be- 
fore the showing of the picture. This you 
can do easily enough by the use of slides. 

'Down to the Sea in Ships' 

Sea Story Released by Hodkinson 

BRIEF: The owner of a whaling fleet, a devout 
Quaker, refuses to allow his daughter to marry the 
man she loves because he is neither a whaler or a 
Qualer. To win the girl he determines to ship on 
one of the schooners and it happens that imme- 
diately after he has made this decision he is shang- 
haied and taken aboard one of the vessels belonging 
to old Morgan. He gets his opportunity to worst 
the mate of the ship, who is a traitor trying to 
break the old man, and at the same time he suc- 
ceeds in whaling abull whale. He returns to claim 
his love and is duly rewarded. 

THE record of a picture is its own proof 
of value and it speaks more authentically 
than any authority. It shows not what the 
picture can do, but what it has done. Past 
performances are the showman's best guide. 

"Down to the Sea in Ships" was shown 
for the third time in New Bedford, Mass., 
last week. The picture originally had its 
world premiere at New Bedford at a private 
presentation by the Whaling Film Corpora- 
tion. It was afterwards given an extended 
public run. Although this was over a year 

ago, the State Theatre which staged the re- 
vival, was crowded practically to capacity 
during the whole of last week. 

The picture is full of thrills and tense 
situations but the real big moment is reached 
when the whaling schooner is wrecked. Some 
exceptionally fine sea scenes appear in the 
picture at this and other points and from 
these you should take your cue for exploita- 
tion and advertising. 

The lobby, if it is at all possible, should be 
rigged up to incorporate some of the sea 
atmosphere. This can be done by the use of 
scenery which can be cheaply made on beaver 
board, and a studied use of lights to give the 
dim sea effect and at the same time bring 
out the essential figures in the background. 

In the same way one part of the lobby 
can be made to resemble a part of a whaling 
vessel with the light entirely focused on this 
one thing leaving the rest of the lobby in 
comparative darkness. This sort of thing 
is unusually effective and gets the patrons in 
the mood for the production even before they 
enter the theatre. 

Your ad copy should be straight matter 
of fact dope telling that the picture was made 
from actual incidents and is an authentic re- 
production of the life of the whalers. 

'Thorns and Orans^e Blossoms' 

Love and Intriquc Released by Preferred 

BRIEF: A young American traveling in Spain he- 
~on-e infatuated with a .Spanish o. era sinTcr. His 
friend reminds him of his fiancee home in Louisiana 
and he determines to return immediately. Rnsita fol- 
lows. Alan sees her again and fearing himself begs 
his sweetheart to marry him at once, secretly. She 
does. Sees Rosita again and tells her he must 
never see het again. She attempts to shoot him, 
but wounds herself. He is convicted and jailed. 
Then a child is born to his wi e. Rosita repents and 
lets the truth he known, he is freed and she once 
more assumes her career. 

AS proof that this picture is a box-offiice 
attraction, is its previous record. It was 
contracted for by Keith, Proctor, and Moss 
in Greater New York and played all the 
houses with splendid success. Not a single 
dissenting box-office report has been received 
that the money is a money making attrac- 
tion. The film follows the publication several 
years ago of the book, millions of copies of 
which have been sold everywhere. 

When the audience arrives at the scene 
in the courthouse where the hero is unjustly 
convicted and takes leave of his pretty young 
bride, many an eye will be wet. The picture 
has real human interest appeal that seems 
"to get" every audience. 

The title suggests a tie-up with the florist 
in a display of bridal bouquets with which 
he could use this slogan "Order the bride's 
flowers here and there will be no thorns in 
the orange blossoms. See 'Thorns and Orange 

Blossoms' showing now at the Theatre." 

The stills showing Edith Roberts in her 
bridal outfit would make excellent tie-up ma- 
terial for a store wishing to display bridal 
gowns, trousseau, and the like. They may 
also be used by stationers in a display of 
bridal stationery. 

A radio machine figures very prominently 
in the plot of the story which is great ad- 
vertising dope for the shop handling radios. 


December 15, 1923 

Page 41 

Production Chart and Press Opinions 

In This Department Is Delivered to You in Condensed Form the Data on All Current and Coming Productions. 
Features Available for Booking Are Arranged by Months. Future Releases Are Listed With Distributors' 
Names. In the Outer Columns Are the Highlight Opinions of the Press on Current Features. 

'Drifting' Receives Only 
Hesitant Praise 

Some Like Universal Film for 
Chinese Atmosphere 

T X "Drifting" some one 
"missed" a good opportunity 
to put over a fine story, in the 
opinion of the IndianapoHs 
News. With the orient as a 
background, a cast of "unusual 
ability," and a "theme" that was 
lorecful, the director apparently 
had everything he needed, but: 

He has failed to score as he should. 
A jumb'e of situations, not clearly 
worked out is the result. At times the 
thrills more than fa'rly worked up, put 
a punch in the production, which makes 
it really brilliant, yet the continuity is 
so noticeably absent at other times to 
spoil good scenes. 

Tod Browning, the director, 
has filled this Universal picture 
with "much fine lotus blossom 
scenery." The movie works up 
to a "high state of excitement." 
accord'.ng to the Indianapolis 
Star, which continues: 

Miss Dean gives an interesting per- 
formance as the bedraggled Cassie. A 
pretty performance is that of Anna Mae 
Wong, the Chinese actress, who is really 
sweet in the part of the litt'e Chinese 
girl who loves Cassie's accomplice. 
Wallace Beery is again the villain. 

It isn't a "very good" or a 
"very bad" picture, in the opin- 
ion of the Cleveland Plain Deal- 
er. It "depends" upon how you 
"look at it." It has some excel- 
lent "spectacular" features. The 
high point in the picture's ex- 
citement is the night attack on 
the village. But the star having 
allowed herself to become too 
stout brings forth the severe 
criticism that: 

When an actress puts on too much 
weight, she automatically tumbles from 
the hallowed place. Priscilla should 
count the calories before she makes 
another picture. She has been tem- 
porarily — I hope — removed from the 
favored niche. 

The picture is one of the 
"most colorful" shown on the 
screen for some weeks, believes 
the San Francisco Bulletin. The 
continuity, the atmosphere and 
the story interest could "scarce- 
ly be improved." As "complica- 
tions grow" and the love inter- 
est "awakens," the situations be- 
come more and more "ominous" 

The steady boom of drums calling the 
Chinese to revolt is a marvelous aid to 
the intense suspense which prevades 
the entire story. Matt Moore mak^s a 
smooth, clean acting hero, whi'e Wal- 
lace Beery was never more villainous. 
As a whole, Priscilla Dean is supported 
by a well chosen cast. 

It is a "romantic, colorful" 
tale of the orient, we are told 
by the San Francisco Call and 
Post. It features the "beautiful 
and emotional" Priscilla Dear., 
who gives a performance re- 
markable for its clarity. 



Feature Star Director Distributor Length 

Railroaded H. Rawlinson ...Mortimer ....Universal ...5,000 

Sawdust Gladys Walton .."Conway Universal ...4,940 

Sun Dog Trails Special Cast King Arrow. S. R. 4,586 

Suzanna Mabel Normand ..F. R. Jones ..United Art'ts 5,966 

Trifling With Honor Special Cast Pollard Universal ...7,785 

Western Blood P. Morrison Not credited. . Sanf'd S. R. 5,000 


Feature Star Director 

Brass Bottle Special Cast Tourneur ... 

Children of Dust Special Cast Borzage .... 

Children of Jazz Special Cast J. Storm ... 

Desert Driven Harry Carey . . . . Val Paul ... 

Flying Dutchman Special Cast Carleton ... 

Forbidden Range Neal Hart Not Credited 

Gentlemen O'Leisure . . . .Jack Holt Henaberry . . 

Homeward Bound Thos. Meighan ...Ralph Ince . 

Itching Palms Special Cast .... Home . 

Law of Lawless D. Dalton Fleming .... 

Love Piker Anita Stewart ...Hopper 

Man Between Special Cast Finis Fox . . 

McGuire of Mounted . . Wm. Desmond . . O. Appel . . . 

Penrod and Sam Special Cast W. Beaudine 

Rapids Harry Morey . . . Hartford . . . 

Self Made Wife Special Cast Dillon 

Shock, The Lon Chaney .... Hillyer 

Shootin' for Love Hoot Gibson . . . Sedgwick . . . 

Skid Proof Charles Jones .... S. Dunlap .. 

Stormy Seas McGowan-Holmes McGowan . . 

Trilby ... Special Cast Young 

Victor H. Rawlinson .... Laemmle . . . 


Feature Star Director 

Alias Night Wind Wm. Russell .... J. France . . 

Broken Wing Special Cast Forman . . . . 

Circus Days Jackie Coogan . . Cline 

Common Law Griffith-Tearle . . . Archinbaud . 

Destroying Angel Leah Baird Not credited. 

Dulcy "on. Talmadge . . . Franklin . . . 

Fighting Blade R. Barthelmess . , Robertson . . 

Harbor Lights ...T. Moore-Elson ..Not credited. 

Hollywood All star cast Cruze 

Human Wreckage Mrs. W. Reid ...J. Wray ... 

Huntress Colleen Moore ... Reynolds ... 

If Winter Comes Special Cast Millarde .... 

Legally Dead Milton Sills Parke 

Little Old New York ..Marion Davies ... Olcott 

Love Brand Roy Stewart .... Paton 

Loyal Lives Special Cast . . . Chas. Giblyn 

Man Who Won, The ...Dustin Farnum ..Not credited. 

Miracle Baby, The Harry Carey ....Not credited. 

Out of Luck Hoot Gibson .... Sedgwick . . . 

Purple Highway, he .... Kennedy-Blue . . . Kolljer 

Salomy Jane Logan-Flynn .... Melford .... 

Scarlet Lily, The K. McDonald . . . Shertzinger . 

Second Hand Love Chas. Jones Not credited. . 

Shadows of North Wm. Desmond ...Not credited.. 

Soft Boiled Tom Mix Blystone ... 

Spoilers, The Special Cast Hillyer 

Tea With a Kick Special Cast Vic Halpern 

Three Wise Fools Special Cast Vidor 

ripped Off Soecial Cast Not Credited 

Yesterday's Wife Rich-Percy-Dayton LeSaint 

Distributor Length 
.First Nat'l .6,000 
, First Nat'l . 
, Paramount . 
.F. B. O. . 

F. B. O. . 
, Steiner, S. . 
.Paramount . 
. Paramount . 

F. B. O. . 
.Paramount . 
. Gold-Cos. . 
.Asso. Exhib. 
, Universal . . 
.First Nat'l . .6,275 
.Hodkinson . .4,932 
, Universal 
. Universal 
. Universal 

. Fox 

. Asso. Exhib. 5,000 
.First Nat'l . .7,302 
. Universal . . .4,888 



Distributor Length 
. Fox 5,000 


.First Nat'l . 
, Selznick 
. Asso. Exhib. 
.First Nat'l . 
.First Nat'l . 
. Asso. Exhib. 5,000 
.Paramount . .8,197 
.F. B. O. . . .7,415 
.First Nat'l . .6,336 

.Fox 11,250 

.Universal ...5,000 
.Gold.-Cos. .10336 
. Universal . . .5.000 
.Vitagraph ..6,000 

. Fox 5,000 

. F. B. O. . . .5,624 
. Universal . . .6.000 
.Paramount ..6,574 
.Paramount . .6,270 
.First Nat'l .16,000 

Fox 5,000 

. Universal . . .5,000 

.Fox 7,054 

.Goldwyn 8,928 

. Asso. Exhib. 5,000 
.Goldwyn . . . .6,946 
. Playgoers . . .5,000 
.C. B. C. . . .5,800 



Feature Star Director Distributor Length 

of Desire Select Cast Frank BorzageFirst Nat'l ..5,174 

Barefoot Boy All Star Kiikland C. B. C. ..5,800 

Blinky Hoot Gibson Not credited. . Universal ...6.000 

Bluebeard's Eighth Wife Gloria Swanson . . S. Wood Paramount . . 5,960 

Bright Lights of Br'dway All Star Campbell Principal ...6.765 

Broadway Gold E. Hammerstein . Dillon Truart 6,814 

Call of the Wild, The.. Buck Fred Jackson . Pathe 8,000 

Chapter in Her Life, A All Star Lois Wilson .Universal ...6.330 

■Cheat, The Negri-Holt Fitzmaurice ..Paramount ..7.413 

Clean Up, The H. Rawlinson ... Parke Universal ...5.000 

Covered Wagon, The . . Special Cast Jas. Cruze . . . Paramount . 10.000 

Daytime Wives Derelys Perdue ..Not credited. . F. B. O. ...6.051 

Enemies of Women L. Barrymore .... Crosland ....Goldwyn ..10,501 

Eternal Three, The Special Cast M. Neilan ...3oldvyyn ...6,845 

Exiles, The Doug MacLean ..Not credited. . Goldwyn ...10,000 

Fair Cheat, The All Star King F. B. O. ...6,000 

French Doll, The Mae Murray R. Z. Leonard. Metro 7,000 

Going Up Ingrahara ....Asso. Exhib. 6.053 

Gold Diggers, The Hope Hampton .. Beaumont ...Warners ....7,500 

Gold Madness Guy B. Post Thornby Principal ...6,000 

Green Goddess, The .... Special Cast Sidney Olcott , Goldwryn 9,100 

Gun Fighter, "The William Farnum . Not credited. . Fox 5,000 

Haldane of the Sec. Serv.Houdini Houdini F. B. O. ...5,000 

Hell's Hole Chas. Jones Not credited. . Fox 5,000 

Her Reputation Special Cast J. Wray First Nat'l ..6,565 

Hunchback of Notre DameLon Chaney W. Worsley ..Universal ..12,000 

Lawful Larceny Gray-NaMi-Nagle. , Allan Dwan ..Paramount .5,503 

'Green Goddess' Arliss' 
Best Sav Critics 

Goldivyn Feature Proves Win- 
ner With Clean Story 

pREEN GODDESS" in addi- 
ction" to being a "corking" 
good film, according to the 
Newark Eagle, also "marks an 
era." It adds another to the 
list of George Arliss' "immacu- 
late" screen creations. This 
paper continues; 

The story is told with full attention 
to melodramatic values. It m'ght be 
speeded up by ellisions, but only as a 
concession to the speed craving. As 
it is, it is just as it should be. 

Here is a play in which the 
"imaginative genius" of the au- 
thor has been allowed to "roam 
at random," but for all that it is 
"pleasingly enacted" by the 
"droll Arliss" and his cast of 
supporting players' says the 
Portland Oregonian: 

Emphasis in the production is natur- 
ally placed upon the unusual ability of 
Arliss, and yet there is a touch of 
method about the scenes which allows 
none of them to savor of deep dyed 
screen melodrama which would be en- 
tirely possible in man of the situations 
of the plot. 

For "excellence" of cast and 
"brilliance of the story it is in 
a "class by itself" believes the 
St. Louis Democrat. "At no 
time" can the spectator "let his 
attention" dwell upon "any- 
thing" but the characters be- 
fore him, and: 

The exciting story, sensational in the 
extreme, unusual and original in its 
treatment, is told so deftly and enacted 
so well that it seems to live on the 
screen. It achieves the greatest love in- 
terest and dramatic suspense ever con- 
ceived in a photoplay. 

The "artistry" in all that is 
oriental is "vividly portrayed" in 
the Green Goddess through the 
"masterh'" performance o f 
George Arliss in the opinion of 
the San Francisco Bulletin, 
which goes on to say: 

The suspense in the storv is we'l sus- 
tained, the story itself is intensely in- 
teresting, and the color, surroundings 
and the acting are without a defect. 

It is imdoubtedly one of the 
"most satisfactory" motion pic- 
tures from "every point of criti- 
cism" that has "been produced" 
is the belief of the San Fran- 
cisco Journal. As to the tech- 

In settings, direction and casting there 
is no flaw to be found — the picture holds 
the interest taut and the comedy relief 
is skilfully injected. 

To be sure it "misses" much 
of the "sparkling dialogue" and 
some of the "subtler character- 
istics" of the play, thinks the 
Philadelphia Public Ledger, but 
on the whole it is an "exciting" 
and "fascinating" production, 
and is one of those pictures 
which can be whole heartedly 
and unreserveJlv advocated. 

Page 42 

Exhibitors Trade Review 

'Better Than Play' Said 
of 'Bad Man' 

Hardly a Dissenting Voice on 
New Universal Film 

THE "BAD MAN" tells a story 
"more complete" and "more 
thrilling" than most motion pic- 
tures, we are told by the Ne- 
wark (N. J.) Ledger. Not a 
little of the delightfulness of the 
play is due to three forces: 

Edwin Carewe, the director, Holbrook 
Blinn, the star, and Charles A. Sellon, 
who portrays the role of Uncle Henry. 
The latter has injected into this produc- 
tion a wholeheartedness, a thoroughness 
that is not usually encountered. 

It is "good drama,' in the 
opinion of the San Francisco 
Call and Post. "Well directed." 
and with subtitles which contain 
flashes of "humor" that bring 
many laughs, it is recommended: 

For those who love action in the 
movies and for those who care for a 
comedy twist. The sentimental as well 
will find one of the prettiest love stories. 

There is every "attribute" to 
appeal to the audience — "drama, 
comedy, love, pathos and heart 
interest," we learn from the San 
Francisco Bulletin. Especially is 
it "rich" in humor and "thrill- 
ing" in drama, and: 

In the screen version the comedy is 
intensified. Since the director has greater 
scope in v/hich to work, the dramatic 
portions are excellent. 

Blinn's acting is as "artistic" 
as anything yet witnessed in 
films, saj'S the San Francisco 
News. Such "precision" of ges- 
ture, such "eloquence" in a 
shrug. He has: 

Current Productions (Continued) 

Feature Star Director "Distributor Length 

Lone Star Ranger Tom Mix Not credited. , Fox 6,000 

Main Street Blue-Vidor Beaumont . . . Warner s ... 8,000 

Marriage Maker, The . . . Ayres-Holt Wm. deMiUe .Paramount ■•6,295 

Merry Go Round Philbin-Kerry ... R. Julian .... Universal .. 10,000 

The Midnight Alarm ...Special Cast David Smith .Vitagraph • -7.000 

Monna Vanna Lee Parry Eichberg . . . .Fox ...... . .8,000 

Mothers-In-Law York-Chflord-GlassGasmer Preferred ... 6,725 

Potash-Perhnutter Bernard-Carr ....Badger First Nat 1 .. 7,000 

Puritan Passions Glenn Hunter . . . . Tuttle Hodkinson ..6,600 

Red Lights Special Cast C. Badger . . .Goldwyn 6,841 


Feature Star Director Distributor Length 

April Showers Harlan C. Moore Tom Sorman Preferred 6,000 

Ashes of Vengeance ...Norma Talmadge. Frank Lloyd First Nat'l 10,000 

Bad Man, The Holbrook Blinn . . Edm. Carew .First Nat'l 7.000 

Big Dan Charles Jones . . . Wm. Wellmanpox 5.934 

Cameo Kirby John Gilbert Jack Ford ..Fox 7,000 

Dancer of the Nile, TheSpecial Cast Wm. P. Earle.F. B. 6.000 

Day of Faith, The Special Cast .... 3rowning . . . .Goldwyn . . . 6,000 

Desire Special Cast Harry Garson Metro .... 7,000 

Does It Pay? Hope Hampton ..Charles Horan Fox 7,000 

Drifting Priscilla Dean 

Eagle's Feather, The . . . Special Cast . 
Eternal Struggle, The . . Special Cast . 

Exiles, The John Gilbert . 

Foolish Parents Special Cast . 

Governor's Lady, The . . Special Cast . 

Grail, The Dustin Farnum 

Held to Answer Special Cast . 

In the Palace of King . . Special Cast . 

Lights Out Ruth Stonehouse.Fanpell 

Lone Fighter, The J. B. Warner ...Not Credited 

..Tod BrowningUniversal .. 7,000 

. .Edw. Sloman .Metro 7,000 

..Reg. Barker .Metro 8.000 

. .E. Mortimer .Fox 6,000 

..Frank Crane Asso. Ex ..6.000 

..Harry Millard Fox 6,000 

. .Campbell Fox 5.000 

. .Harold Shaw Metro 6.000 

. .Emmett Flynn Goldwyn . . . 9.000 
F. B. O. . . 6,000 
Sunset 5,000 Live the King ...Jackie Coogan . . .ichertizenger Metro 9,364 

Marriage Maker AH Star Wm De MilleParamount ..6,295 

Meanest Man in \Vorld .Special Cast Eddie Kline . First Nat'l .5,000 

Men in the Raw Jack Hoxie Geo. Marshall. Universal .. 5.000 

Miracle Makers Special Cast . . . Van Dyke . . . Asso. Ex. 6.000 

No Mother to Guide Her Genevieve Tobin . Horan Fox 7,000 

Pioneer Trails Special Cast .. ..David Smith .Vitagraph ..7,000 

Ponjola Special Cast Donald Crist .First Nat'l .7,000 

Prince of a King, A Dinky Albert Austin Selznick 

Printer's Devil, "The ....Wesley Barry . . . Wm. Baudine . Warner's .. 

Puritan Passion Special Cist ....Frank Tuttle Hodkinson . 

Ramblin' Kid. The Hoot Gibson . . . . E. Sedgewnck. Universal .. 

Ruggles of Red Gap ...All Star Jas. Cruze ...Paramount . 

Shattered Faith Special Cast ....J. J. Ormont . Independent 

Six-Fifty, The Welsh-Adoree ....Nat Ross ... Universal .. 

Slave of Desire Special Cast . . . . G. V. Baker, Goldwyn 

Steadfast Heart, The ...Special Cast " " 

Sting of the Scorpion . .Edmund Cobb 

Thundergate Special Cast . . 

Times Have Changed ...William Russell 
Way of the TransgressorSpecial Cast 


...Sheridan Hall Goldwyn .. 7,000 

...Rich. Hatton .Arrow 5,000 

. . . J. De Grasse First Nat'l . .7,000 

.Tames Flood Fox 5,000 

Wm. J. Crasp. Independent 5,000 

The urbanity, amazing leve'.-headedness 
and poise of ' Robin Hood." The laughter 
at the wit and expression of Holbrook 
Blinn was timed to the second. 

It contains comedy with just 
a "touch" of the drama, but with 
a "heart interest" that makes the 
photoplay one of the "most en- 
tertaining" of the year, we are 
told by the San Francisco Bul- 
letin. In his famous character- 
ization, Holbrook Blinn: 

Contributes a character to the screen 
that will go down in history as one of 
the best bits of acting ever accomplished 
before the camera. 

The title would "give the im- 
pression" that the story is of a 
dramatic nature, and while it has 
its "serious moments," it leans 
more to the "comedy vein," ac- 
cording to the Cleveland News. 
The humorous situations are 
provided more through dialogue 
printed upon the screen than b}' 
comedy situations, and while: 

Blinn struts up and down and assumes 
picturesque poses, he at no time seems 
to overact the part. Supposed to be a 
cool, calculating villain, with some good 
still left in him, he makes him just that. 

Although the entertainment 
value is very high in the opinion 
of the Cleveland Plain Dealer, 
the picture is "too slow" in get- 
ting under way. In addition to 
that, its "satire and humor" has 
been "dulled," because the action 
has been "eased to accommodate 
movie audiences." However, only 
Blinn's voice is lost before the 
camera. It catches his amusing 
and fine pantomime, his facial 
expression tells more than a 
dozen titles, and it pictures his 
thoughts more clearly, than the 
stage did. He brings 'legitimate, 
not movie,' methods to the screen." 

What Love Will Do . . .Kenneth McDonaldNot Credited .Sunset 5,000 

Wild Party, The Gladys Walton ...Her. Blashe ..Universal 5,000 

Woman Proof Thcs. Meighan ..A. Green ...Paramount ..7,687 

Zaza Gloria Swanson ..Allan Dwan .Paramount ..7,076 


Feature Star Director Distributor Length 

Blow Your Own Horn .Lewis-Perdue J. W. Horne .F. B. O. ..6,000 

Crooked Alley Special Cast ....Robert Hill . Universal .. 5,000 

Dangerous Maid, The ..C. Talmadge V. Heerman .First Nat'l ..6,000 

Flaming Waters Eddie Hearn Not credited .. F. B. O. ..6,000 

Flaming Youth Colleen Moore ...Jack Dillon . First Nat'l ..8,434 

His Children's Children .All Star Sam Wood ..Paramount ..8,338 

Hospitality Buster Keaton ...Jack Blystone Metro 6,220 

Human Mill, The Special Cast Alan Holubar Metro 6,000 

Jealous Husbands Special Cast . . . . M. Pourmeur. First Nat'l 

Kentucky Days Dustin Farnum ..David Solmon Fox 6,000 

Leavenworth Case Special Cast . . . . W. Bennett ..Vitagraph ...6,000 

Light That Failed All Star Melford Paramount ..7,013 

Little Old New York ..Marion Davies .. Sidney Scott .Goldwyn .. 9,000 
Man, Woman, Temptation Special Cast ....Not credited .. Metro .... 6,000 

Maytime Special Cast . . . .Gasnier Preferred .. 6,000 

Million to Burn, A ...Herbert RawlinsonWilliam Parke Universal .. 5,000 

On Banks of Wabash ..Special Cast J. S. BlacktonVitagraph ..7,000 

Pleasure Mad Special Cast Reg. Barker .Metro 7,547 

Scars of Hate Jack Livingston . H. G. Moody , Independent 5,000 

Shifting Sands Special Cast ....Granville Hodkinson ..6,000 

South Sea Love Viola Dana Not credited .. Metro .... 6,000 

Social Code, The Shirley Mason ...Oscar Atsel . Fox 6,000 

Spanish Dancer Pola Negri Brenon Paramount ..8.434 

Stephen Steps Out D. Fairbanks, Jr. 

The Leavenworth Case .AH Star Cast .. 

Thundering Dawn Kerrigan-Nilsson 

Thy Name Is Woman .. Special Cast ... 

Unseeing Eyes Barrymore-Owen 

Wanters, The Special Cast . . . 

Henaberv . . . .Paarmount ..5,652 
Chas. Giblyn .Vitagraph ..6.000 
Harry Garson Universal . . 7,000 

Fred Niblo . . Metro 6,000 

E. H. Griffith . Goldwryn ...8.500 
John M. Stahl First Nat'l ..6,000 


Feature Star 

Anna Christie Blance Sweet 

Darling of N. Y Baby Peggy 

Director Distributor Length 
.Tom H. Ince. First Nat. .7,631 
.King Baggot. Univ 6,239 

Eternal City B. LaMarr Fitzmaurice ..First Nat. ..7,929 

His Mystery Girl Herb. Rawlinson .Robt. F. Hill. Univ 4,375 

Loyal Lives Special Cast W. Bennett ..Vitagraph ...6,000 

Man From Brodneys ...Special Cast David Smith .Vitagraph ..7,100 

Man Next Door Special Cast David Smith .Vitagraph ...7,000 

Masters of Men Special Cast David Smith .Vitagraph ...6,900 

Midnight Alarm Snecial Cast David Smith .Vitagraph ..7,100 

Name the Man All Star jeastrom Goldwyn ....7.100 

Ninety and Nine Special Cast ....David Smith .Vitagraph ..6,900 

Pioneer Trails Special Cast David Smith ^.Vitagraph . ^7,000 

Pure Grit Roy Stewart Nat Ross ....Universal ..4,571 

Quincy Adams Sawyer ..All Star Badger Metro 7,742 

Red Warning Jack Hoxie Bradley Universal ..4,795 

Rendezvous All Star M. Neilan ...Goldwyn ...7,800 

Reno All Star R. Hughes ...Goldwyn ...6,600 

Second Youth All Star A. Parker ....Goldwyn ...6,500 

The Near Lady Gladys Walton .. Herb. Blache .. Universal ...4,812 

'Better Than Play' Said 
of Costume Play 

Critics Praise Pola Negri in 
Paramount Production 

is an "exceptionally good pic- 
ture, "well acted, well directed." 
with many "beautiful" exterior 
and interior "shots," we are told 
by the Kansas City Star. And, 
running through it all, "vivid as 
a flame," is the characterization 
Pola Negri gives of the gypsy 
girl. This paper is enthusiastic 
about the star and goes on to 

There is no use arguing. Negri has 
something the American screen actresses 
haven't; a swift grace of body, an in- 
telligent understanding in interpretation 
that is sure and convincing. She ta'ks 
with hei eyes, her hands, he: whole body, 
and there is a fire and buoyancy in her 
work, In this pioduction she is the 
spirited, madcap gyosy in the same ap- 
-ealing manner as she was in passion. 

The picture falls into the char- 
acter of the "massive ones," says 
the Cleveland Plain Dealer. 
Even if you are not easily wind- 
ed the Spanish Dancer is 
"breath-taking" in its size. But 
the reviewer criticizes it by stat- 
ing that it is "too long:" 

There is so much court intrigue, so 
much pomp, pageantry, bowing, hat- 
swinging and scrapping that sometimes 
one wonders what has happened to the 
leading players. But the "Spanish 
Dancer" is worth seeing. 

While this picture is "better" 
than Pola Negri's two previous- 
ly released American pictures, 
thinks the Cleveland News, it 
still "leaves something" to be 
desired. The star evidently feels 
the need of a director who "bet- 
ter understands" her capabilities. 
They continue: 

The picture is lavish in the extreme. 
Sd lavish in fact that it detracts from 
a rather thin story, and at times slows 
the action down to a point where it oc- 
casionally becomes monotonous. 

The Baltimore Sun, on the 
other hand, can find nothing but 
praise. The film has "sweep." 
dash, the very "breath of life" 
ihey tell us, without a single 
"dull spot." They speak of it 
as one of the year's best pic- 
tures, and go on; 

It will almost put your eye out by 
its dazzling beauty. Herbert Brenon 
has crammed it fuU of such rare beauties 
as do, indeed, beggar descriptor!. It is 
seldom that one production of this length 
has carried so much beauty, so much ac- 
tion, and a story well seasoned with 
romance. After seeing it, we can die 

"Not a great film," but it is 
"entertaining" and interesting in 
subject matter, "acting and set- 
tings," according to the St. Louis 
Times. As long as there are 
lovers of romance, this tale of 
the love of a gypsy and one of 
the nobility will prove appealing, 

There is intrigue and villainy, brave 
deeds and treachery, laughter and tears, 
the artificial pomp of the Spanish court, 
and the life of a gypsy band. There 
is a realistic scene of the carnival, and 
the wedding feast. All in all it is a 
brave picture, well worth seeing. 

A great deal of credit is due to 
the director, is the belief of Gen- 
evieve Harris, writing for the 
Chicago Post. He has made the 
story subordinate to the spectac- 
ular' features, but has managed 
to make one phase of the "re- 
duction help the other. 

December 15, 1923 

Page 43 

'Common Law' Pleases 
Doubtful Critics 

Selznick Special Gets Praise 
for Lavish Settings 

tains "everything"' that would 
"thrill the heart" of a movie goer. 
It has "immense and lavish sets," 
beautiful women, most of them in 
marvelous gowns, and a cast of 
"stars" that is "seldom seen" in 
one picture, says the Detroit 
Times, although: 

At times the scenes become so lavish 
that we wonder whe;e the producers got 
all the money. The struggling artists 
of the city mstead of being supported 
by the community fund live in quarters 
that would satisfy the most extavagant. 

It is another "mammoth" film 
achievement, to be classed with the 
big productions of the year. The 
1923 version of this popular novel, 
according to the Detroit Free 
Press : 

Is liberally packed with those in- 
gredients that the present day picture 
goer wants, romance, pep, a bit of spice, 
beautiful women, lavish sets and gor- 
geous gown creations. 

It is one of the profoundly "stir- 
ring" love stories of the screen, 
we learn from the Cincinnati En- 
quirer. While its art is not "ir- 
reproachable" nor its logic "im- 
practicable," its emotional appeal 
is of such power and directness 
that is hard to resist. However: 

It would be even more powerful if 
accident and coincidence were not relied 
upon so implicity. Conway Tearle dis- 
plays strength, refinement, and sturdy in- 
telligence, while Corinne's performance 
is characterized by a feminine grace and 
dramatic vigor that seldom are found 
together in actresses of the screen. 

One of the most "powerful" 
photoplays screened for some time, 
Pittsburgh Press tells us, because: 

It is full of heart throbs, developing 
from the love element. The big drama 
hinges on the objections of Valerie's fam- 
ily to the match. Of course things work 
Jut happily in the end. 

One of those films whose chief 
intent is to be "daring"' in their 
reference to "morality and sex," 
it succeeds above all else in being 
"vulgar and dull," thinks the N. 
Y. World which goes on : 

By the very apparent strain which 
the actors and directors undergo in 
carrying their theme and their picture 
exhibits so far and no farther, the film 
is in bad taste. If unmailable penny 
post cards and keyholes catch your fancy 
here is .a picture to see. 

" 'The Common Law' is the 
sort of production that makes us 
glad — that there are so many pic- 
tures not in the least like it," says 
the New York Tribune : 

Never have we sat through seven r?els 
which seemed so long. It gave the im- 
pression that it was photographed with 
a slow motion camera, so deHberate and 
fantastic was every movement. 

Seeing this film was like drink- 
jng "lukewarm coffee with too 
much sugar," we are told by the 
New York Evening Mail. ' One 
"luxurious set" follows another un- 
til you are ready to "cry out" for 
something "real." However : 

It is difficult to condemn it because sn 
many women will like it. They will revel 
in its artificial sentimentalism. 

"For all of one's impulse to shout 
at Valerie and Neville to let the 
family go hang, 'The Common 
Law' is a good picture," according 
to the New York Evening Jour- 
nal. Its chief value lies in the 
story it unfolds, and the "beauty" 
of its sets. 



Title Star Director Producer 

The Fast Express ... Duncan-Johnson iVm. Duncan .Universal . 

The Signal Tower ...All Star C. Brown ....Universal . 

The Turmoil All Star H. Henley ...Universal . 

Love Insurance Reg. Denny . . . Eddie Cline . Universal . 

Courting Calamity ..Hoot Gibson ...Sedgwick . . . . UPniversal 

The Thrill Girl Laura LaPlante Robt. Hill ...Universal . 

The Riddle Rider ...Wm. Desmond .Wm. Craft ..Universal . 
Pirates and Plunder .Priscilla Dean W. Ruggles ..Laurel .... 

10th wk. 
7th wk. 
15th wk. 
2nd wk. 
. 6th wk. 
2nd wk. 
4th wk. 
2nd wk. 


Title Star Director 

Revelations Viola Dana ...Geo. Baker . 

Happiness L. Taylor King Vidor . 

The Human Mill ...All Star Holubar 

Thy Name Is WomanAll Star Fred Niblo . 

Cape Cod Folks All Star Reg. Barker 

Why Men L've HomeAU Star John Stahl . 

A Boy of Flanders . .Jackie Coogan .Schertzinger . 

Producer Progress 
. Metro .... 4th wk. 

. Metro 4th wk. 

.Holubar .. l!th wk. 
.Fred Niblo 10th wk. 
.Louis Mayer 15th wk. 
.Louis Mayer Editing 

Metro . . . Preparing 


Title Sta"- Director Producer Progress 

Secrets Norma TalmadgeF. Borzage . Jos Schenck 4th wk. 

The Swamp Angel ...Colleen Moore..?. Badger ....First Natonal 8th wk. 

Torment All Star Tourneur . . . .Tourneur .... Sth wk. 

Flowing Gold All Star J. De Grasse .R. W. TuUy 2nd wk. 

Galloping Fish All Star Del. Andews .Tom Ince 7th wk. 


Title Star Director Producer Progress 

Daddies Mae Marsh . . . .Wm. Seiter ..Warner Bros. 9th wk 

Beau Brummel John Barryn\ore H. Beaumont .Warner Bros. Sth wk. 

Welcome Stranger ...All Star ....^..Jas. Young ..Eelasco ... 2nd wk. 

How to Educate Wife.411 Star Wm. Seiter .Warner .. Preparing 

Babbitt All Star H. Beaumont .Warner .. Preparing 

Lovers Lane AT. Star W. Beaudine .Warner .. Preparing 


Title Star Director Producer Progress 

Shadows of Paris ....Pola Negri .Herb Brenon.Lasky Editing 

The Next Corner AH Star Sam Wood ...Sam Wood .. 7th wk. 

The Stranger All Star Henabery ....Henabery .. 6th wk. 

Heritage of Desert . .MI Star Irvin Willat .Irvin Willat . Editing 


Shadow of the East 
Arizona Express . . 
Not a Drum Heard 
Ladies to Board . . . 
The Morocco Box . . 


Star Director Producer Progress 

.411 Star Archinbaud ..Fox Sth wk. 

.41' Star Buckingham ..Fox 2nd wk. 

.C-as Tones . . . .Wellman Fox 2nd wk. 

.Tom Mix J. Blystone ..Fox 2nd wk. 

.Shirley Mason .D .Solomon ..Fox 2nd wk. 


Title Star Director 
Nellie the Cloak ModelAll Star E. Flynn . . 


. Goldwyn 

Thief of Bagdad 
D. Vernon of 

Haddon Hall Mary Pickford 

Star Director Producer 

.Doug. FairbanksRaoul Walsh. .Fairbanks 

.Mar. Neilan ..Pickford . 



The Girl Expert . . 
One Ghostly Night 


Director Producer 

10th wk. 

24th wk. 

. 7th wk. 


.Harold Lloyd . Favlor J loyd 1th wk. 

1' S'ar Del Lord 

11 Erie Kenton 

. Sennett 
. Sennett 




Title Star Director Producer Progress 
Poisoned Paradise ...All S;ar Gasnier Schulberg ..Preparing 


Title Star Director Producer Progress 

A Tale of Red Roses. All Star David Smith. David Smith 6th wk. 

Let Not Man Put Frederick- xs^-r*-"" 

Asunder Tellegen J. S. BlacktonVitagraph ....Titling 

The Love Bandit ..Doris Kenyon .Del HendersonC. E. Blaney Printing 
Man from Brodney's.-AU Star David Smith . .Vitagraph ...Printing 


Title Star Director 

The Deer Slayer ....Murphy Miller.. Geo. Seitz .. 
Sheriff of Tombstone . Fred Thomson.. Al. Rogell .. 
Discontented Husb'dsJas. Kirkwood . . Ed. Le Saint 

Gambling Wives ...All Star Henderson .. 

Rodeo Mixup Ed. Cobb Francis Ford 

Sage Brush Religion . Hatton-Gerber .Dick Hatton 

Some Man All Star Wm Bertram 

The Wolf Man Geo. Chesebro. .Chesebro .... 

Souvenir All Star Halperin .... 

The Ragged Robin . . Madison- Rich . . Madison .... 

Ashes of Waste Leavans Hale ..Roy Hughes . 

The Fire Patrol All Star Stromberg ... 

Producer Progress 
.C. W. Patton Sth wk. 
. H. J. Brown 4th wk. 

.Waldorf Editing 

.Ben Wilson 4th wk. 
. Dearholt ... Editing 
.Neva Gerber 5th wk. 
.Art Howard 4th wk. 
. Ryan Bros. Sth wk. 
.Halperin ... 7th wk. 
. Sanford . . 2nd wk. 

Hughes Location 

Stromberg ....Titling 

'Beautiful' Say Critics 
of 'Unseeing Eyes' 

All Like Goldwyn Picture for 
Marvelous Scenery 

IN "Unseeing Eyes" three ele- 
ments "vie with each other" 
for supremacy, according to the 
Syracuse (N. Y.) Telegram. They 
are the "thrills," the "suspense," 
and "the acting," but in addition: 

The picture was actually made in the 
Canadian Rockies, and is a marvel of 
photographic achievement. It is skiU- 
fuUy presented, containing everything the 
public loves. There is a great d ffer- 
ence between it and other films, because 
of its careful direction, and beautiiul 
and effective staging. 

Those who enjoy their "film 
fare" with action, thrills and 
plenty of good "old fashioned 
melodrama" will find "every one" 
of these ingredients in "Unseeing 
Eyes," says the New York Tele- 

As a box-office attraction it will bring 
joy to the harrassed exhibitor and mon- 
ey in the bank. It is the sort of film 
that lends itself to exploitation just by 
sheer reason of the adventurous ta'e it 
unfolds. There isn't a dull moment in 
the whole picture, and those who have a 
professed weakness for melodrama will 
eat it alive. 

There have been plenty of "cold, 
cold melodramas" of the "frozen 
north" in the history of the 
"movies,"' but none quite as 
"frigid" as "Unseeing Eyes," in 
the opinion of the New York 
Herald, which .goes on to say : 

It is considerably above the average of 
frozen North melodramas. Its back- 
grounds are strikingly gorgeous, and are 
recorded by marvelous photography. The 
story is uncomplicated, direct and force- 
fully told. 

With a "condensation" of some 
of the more "protracted" and 
"easily anticipated" passages, this 
photoplay would be as "invigorat- 
ing" as a northern breeze, we learn 
from the New York Evening Sun, 

It appears that all the ghttering 
white heaps of snow in Canada were con- 
centrated for a single engagement in 
this photoplay. 

It is a delightful film of the 
"frozen, snow-covered" Canadian 
Northwest, "capitally acted" and 
"well photographed," in the be- 
lief of New York Evening Post: 

The scenes are we'I photographed and 
the frozen North makes a most effective 
background for a stirring melodrama. 

The picture is "extremely 
clever" in parts yet a "trifle" too 
— well "too much ' for an evening 
entertainment, thinks the New 
York News. Not for a "long 
time" have we witnessed scenes 
"so absolutely exquisite." The 
hills, the "evergreens," the 
"snow covered" log cabins all 
are thoroughly impressive in 
their beauty, but: 

The story we were disaopointed in, 
sad to te'l. True, there is action, a 
goodly share of it. Yet somehow a lack 
cf plot. 

An "old fashioned" melodrama 
with "modern thrills," we are told 
bv the New York Evening World. 
The director might have "speeded" 
up the action in parts "to ad- 
vantage," although the picture dis- 
plays some really "wonderful" 
camera work. There is "nothing 
startling" in plot, with the "possi- 
ble exception" of the introduction 
of an "aeroplane rescue" from one 
of the ugliest villains ever sc-en on 
the stage. 

Page 44 Exhibitors Trade Review 


Beauty and Utility Mark New Fox Theatre 

Philadelphia Picture House Entirely Fireproof, Uniquely Finished 
in Baked Enamel. Cost Exceeds $2,000,000. 

CITY, State and T'ederal dignities 
were present at the formal open- 
ing of the new Fox Theatre, 
Philadelphia, Sunday evening, Novem- 
ber 25th. A committee of house exec- 
utives issued more than 3,000 invita- 
tions, and the building was crowded to 
capacity with an audience that was 
practically in evening dress. 

Dedication ceremonies were brief 
and yet impressive. Mayor elect W. 
Freeland Kendrick, Judge John M. 
Patterson, and Charles E. Krakelow, 
grand exalted ruler of the local lodge 
of Elks, were the chief speakers. Com- 
mandant Scales and his official staff of 
the League Lsland Navy 3'ard occupied 
a series of boxes. 

Erno Rapee, who was formerly in 
charge of the orchestra in the Capitol 
Theatre, New York, will conduct the 
orchestra of fifty-five pieces that will 
be a musical feature of the pi'ograms 
and also serve as managing director of 
the house. Harry Golub, formerly of 
the Audobon and Crotona, New York, 
is -erving in the capacity of house 
treasurer and Frank N. Seltzer as 
publicity director. 

Cost of construction exceeds $2,000,- 

000. The building is entirely fireproof, 
being built of steel, re-inforced con- 
crete, artificial stone and terracotta. 
All interior doors and trimmings are of 
furniture steel with baked enamel 
finish. No wood has been used in con- 
struction except for the arms of the 
orchestra and balconv chairs. 

The ba'cony boxes are models of comfort and lux- 
ury. They aSFord an easy, clear view of the stage. 

Above the granite base there is an 
imposing facade of cut and cast stone 
surmounted by a beautiful ornam'ental 
terracotta cornice. A colonnade treat- 
ment has been used on the facade. In 
the same building with the theatre are 
sixteen stories of office space, and 
four plunger elevators. 

The lobby entrance is finished with 
marble tile floor and marble paneling to 
the ceiling. The elevator front and 
doors are of bronze, the elevator cars 
being finished to match. Heating ven- 
tilating and plumbing have been laid 
out by experts. A central plant for 
vacuum cleaning has been installed 
with outlets for each of the floors. 

The auditorium itself has a seating 
capacity of 3,000. While it is no dras- 
tic departure from other metropolitan 
motion picture houses, it contains many 
innovations, the last words in theatre 
construction and equipment. Seats are 
arranged on the orchestra floor and 
large balcony with three rows of loge 
boxes and two rows of proscenium 
boxes, 70 in all, fitted with divan 

A $50,000 organ with 50 stops will 

December 15, 1923 

Page 45 

The clubby, genial atmosphere of the Gentlemen's Smoking Room has been successfully achieved by an 
artistic cream and brown scheme of marble, mahogany and' tile inlay. This marble is the same as is used in 
the Vatican and in St. Peter's Cathedral, Rome, comes from the Verona district in Italy 

supplement the orchestra. The dom'n- 
ent color throughout is red. On the 
mezzanine floor, trimmed in mahogany, 
with bronze fixtures and mantles are 
four telephone booths, together ■with a 
cigar stand and soda fountain. For 
the women patrons delightful rest- 
rooms have been provided, finished in 
light blue and white. The gentlemen's 
smoking rooms in the basement is fin- 
ished in quartered oak and shaded 

One of the important features of 
the house is the projection room. - It 
has been built to house three machines, 
one spot, and one stereopticon. The 
stage itself is 31 feet deep and 90 feet 
wide, the proscenium being 60 feet 
wide and 28 feet high. 

A .single giant dome covering the 
entire auditorium with cove lighting 
gives the interior of the house a sub- 
dued, restful atmosphere. 

The ticket booth is of marble with 
bronze mouldings, and the vestibule of 
solid granite with marble trimmings 
and floors. A Moller organ is used. 
Thomas B. Lamb, of New York, was 
the architect. 

One of the features of the musical 
programs will be the Monday evening 
concert which will be broadcasted 
through a $2500 apparatus installed by 
the Wanamaker store, station WOO, 
through which the program will be re- 
layed. This is the only theatre in the 
city that will run a regular weekly 
radio concert. 

One of the outstanding features in 
the construction of the theatre is its 
beautiful marble finish. Old Convent 
Sienna marble plays a big part in the 
interior finish, while the Travertine 

marble is used on the stairs, floors and 
wainscot. Most of the prominent 
buildings in Rome, including the Va- 
tican and St. Peter's are made of Tra- 
vertine marble. 

Red Verona marble is used in the 
fountains. This comes also from the 
Verona district in Italy. The blue 
P'elge marble of the theatre base comes 
from Belgium. What is known as 
French Alps green marble is used in 
the ticket booth, while the main en- 

trance is finished Italian Botticino, with 
a beautiful base course of red Levanto. 

The mezzanine promenade, one of 
the show spots of the building is pan- 
eled from floor to ceiling with Ameri- 
can walnut wainscoting, and large wal- 
nut columns will also add to the luxury 
of the promenade. All executive of- 
fices are finished ofl:" in the brown and 
cream color scheme, and furnished 
with mahogany desks, chairs and other 
equipment to correspond. 

Frank N. Selzer, general press rep- 
presentative, has instituted a dignified 
and impressive exploitation campaign 
that has aroused city-wide interest in 
the theatre and its policy, and is to be 
congratulated in putting the house over 
so well at the outset of its career. 

Jack Flynn, who was fovmerly 
manager of the F. B. O. office in 
Philadelphia, will assume management 
of the Metro exchange. The Phila- 
delphia exchange handling Metro pic- 
tures is the 6nly one in the country 
not controlled by the corporation. It 
has also been handling independent fea- 
tures. Marcus Loew informed Bob 
Lynch, who has managed the exchange 
for many years, that the two must be 
divorced. The x\merican Feature ex- 
change has accordingly been formed to 
handle the independent features in sep- 
arate quarters from Metro. Mr. L3'nch 
will act in a supervisory capacity over 
Metro, and do the buying and selling 
for the American offices. 

The Philadelphia Film Board of 
Trade has inaugurated a series of sales- 
men's talks for the representatives of 
the exchanges selling in that territoiy. 
The series will be on the evils of over- 
selling and making promises that can- 
not be lived up to. 

'One of the show spots of the theatre is this beautiful Mezanine Lounge, paneled from floor to ceiling with 
American walnut wainscoting, and large walnut columns. This realizes an effect irresistible to a tired body 

Page 46 



Howard — Overture, "Favorites of Yester- 
day," Howard News and Views, Comedy, 
"Felix Strikes It Rich," Feature, Thomas 
Meighan in "Woman-Proof." 


Mark Strand — Overture, "Musical Bits." 
Mark Strand Topical Review, Feature, 


LoEVv's — Overture, (not mentioned) , Loew's 
Minute Views of Current Events, Comedy, 
Buddy Messinger in "She's a He," Feature, 
"Pleasure Mad." 


McVicKERS — Overture, "A Southern Fan- 
tasv,'' "30 Minutes in Our Broadcasting Stu- 
dio," Comedy, Ben Turpin in "The Pitfalls 
of a Big City," Feature, "The Light That 
Failed," from Rudyard Kipling's famous 

TivoLi — Overture, "Thanksgiving Fantasy," 
Topics of the Day, Pathe News, Comedy, 
"Uncle Sam," Feature, "The Acquittal." 

Chicago — Overture, "Thanksgiving Fan- 
tasy," Topics of the Day, Pathe News, Fea- 
ture. "Pleasure Mad." 

Riviera — Overture, Musical Notions," 
Scenic, Weekly News, Comedy (not men- 
tioned). Feature, "The Acquittal." 

Roosevelt — "Little Old New York," star- 
ring Marion Davies. 

Woodlawn — Overture, "Grand Fantasy" 
from "Carmen," Pathe News, Topics of the 
Day, Comedy, "Join the Circus," Feature, 


State — Overture, "Jolly Fellows Waltz," 
International News, Educational's "Kwang 
Chow Foo," Feature, "Flaming Youth." 

Park — Overture, "Operatic Jazz Fantasie." 
Hodkinson's, "Fun from the Press," Kino- 
grams, Educational's "Yankee Sipirt," Fea- 
ture, "The Wanters." 


Capitol — Overture, (not mentioned). In- 
ternational News, Feature, George Arliss ir, 
the "Green Goddess." 

Strand — Overture, (not mentioned), Pathe 
News, Zev — In Memoriam Race, Captain 
Kleinschmidt's Adventures in the Far North, 
Feature, "The Marriage Maker." 

Walnut — Overture, (not mentioned), 
Pathe News, Topics of the Day, Feature, "If 
^^'inter Comes," second week. 


Capitol — Overture, "Slav's Rhapsody," 
Current Events. Pathe Review, Feature, 
"Long Live the King." 

Madison — Overture, (not mentioned), Cur- 
rent Events, Educational's "Be Polite," Fea- 
ture, "The Acquittal" 

Adams— Overture, (not mentioned). Cur- 
rent Events, Comedy, "The Circus," Feature, 
"The Wanters." 


Circle — Overture, Richard Wagner's 
"Rienzi," Circlette of News, C. Sharpe-Minor 
at the Circle Grande Organ, Feature, "Flam- 
mg Youth," with Colleen Moore, Milton Sills 
and Elliott Dexter. Next week's attraction. 
"Anna Christie," Eugene O'Neill's brilliant 
play, starring Blanche Sweet. 


Newman — Overture, "A De Luxe Musical 
Revue," Newman News and Views, Feature, 
"The Eternal Three." 

Liberty — Overture, Specially Arranged 
Nurnbers, "Fifteen Minutes in a Radio Broad- 
casting Station." Pathe's "Just Passin' 
Through," Current Pictorial, Feature, "The 

Royal — Overture, fnot mentioned), Screen 
■ Magazine, Feature, "Little Old New York." 
Guauman's Rtalto — Overture, (not men- 
tioned), Pathe Weekly, Herbert Burland at 


Wurlitzer, Feature, Harold Lloyd, in "Why 

Grauman's Metropolitan — ■ Overture, 
"The Evolution of Dixie" and "Sextette from 
Lucia," Last Minute News from Pathe, Nov- 
elty Reel, Feature, "His Children's Children." 

LoEw's State — Overture, "If I Were 
King," Loew s State Pictorial News, Prelude 
to feature, "Long Live the King," starring 
Jackie Coogan. 

Criterion — Overture, (not mentioned). Fea- 
ture, "The Hunchback of Notre Dame," con- 

RiALTO — Overture, (not mentioned). Fea- 
ture, Harold Lloyd's "Why Worry," con- 


Capitol — Overture, "Melodies from 'Go- 
ing Up,' " Capitol Digest, Comedy, Will 
Rogers in "Just Passin' Through," Feature, 
Douglas MacLean in "Going Up." 


Granada — Overture, (not mentioned), Fox 
and Educational News Weeklies, Comedy, 
"Simple Sadie," Feature, "A Woman of 

Strand — Overture, (not mentioned). Kino- 
grams, Feature, First National's "Potash and 


Blue Mouse — Overture, "Sleep," Fox 
News, Pathe's "Farmer Alfalfa's Pet Cat," 
Feature, "Little Old New York." 

Coliseum — Overture, "Espana Waltz," 
Fun from the Press, Kinograms and Pathe 
News, Feature, "The Spanish Dancer." 

Columbia — Overture, "Selections from 
'Irene,'" International News, Feature, "The 
Midnight Alarm." 


Missouri — Overture, Echos from 'Samson 
and Delilah" and "Midnight Rose,'" with vocal 
chorus, Missouri News and Magazine, Pathe 
comedv, "Scorching Sands," Feature, William 
S. Hart in "Wild Bill Hickok." 

RivoLi — Overture, (not mentioned). Inter- 
national News, Fun from the Press, Comedy, 
"Miles of Smiles," Feature, "The Thrill 


Stanley — Overture, Introduction to Act 
III "Lohengrin," Prologue: 'In the Garden 
of Kama," Topical Review, Character Study, 
"Bill," Feature, Jackie Coogan in "Circus 
Days.'' Next Week, "Flaming Passion," 
from Kathleen Norris' novel "Lucretia Lom- 
bard," Overture, "Tannhauser." 

4. (Derry ^ 

Buy Christmas Seals 


Save Human Lives 

Five th'jusand seven hundred 
deaths this year from TUBER- 
CULOSIS, in New York City 
alone, are 5700 too many. 
The fight must he kept up! 

We are sure you will help. 
The effective way to do so is to 

New York Tukrculosis Association, Inc. 

10 Ea»t 39th Street New York 

Exhibitors Trade Review 


It is better to start right than to retrace 
your steps. 

All men are born helpless, and some never 
outgrow it. 

The chains of destiny — why, they are 
nothing but cobwebs ! 

The virtues we are proudest of we practice 
because we have to. 

A good sentiment is a most excellent thing, 
but good practice is better. 

Too much of man's yearning for higher 
things is merely a yearning for higher-priced 

Dawn brings the milkman, and the dawn of 
a new day waits upon the milk of human 

He — I fell asleep in a movie last night. 
She — Was the picture uninteresting? 
He — I didn't notice the picture. I was think- 
ing of you. 

"I often meet people on crowded streets 
whom I have never seen before, and whom 
I may never see again, whose happy smil- 
ing, cheerful faces are very helpful to me." — 

"I guess — ■" 

"Oh, don't guess. You Americans always 
guess, you know." 

"No, I don't know. You English always 
know, don't you know." — Chicago Tribune. 

Every man takes care that his neighbor 
shall not cheat him. But a da}' comes when 
he begins to care that he does not cheat his 
neighbor; then all goes well. He has changed 
his market cart into a chariot of the sun. — 
Ralffli IVnldo Emerson. 

"Know the best way to keep a secret?" 
"Yes. Hire an umpire and shout it through 
a megaphone." — Nashville Tennesseean. 

Thomas — Good men are mighty scarce. 

Henry — Yes. And bad ones are apt to 
make themselves so when they are wanted. — 
London Answers. 

"Is your boss a nard man to work for, 

"He used to be a slave driver, dearie. He'd 
put in ten hours a day at the office. I was 
just about to quit my job when somebody got 
him started to playing golf. Call me up 
some afternoon." — Birmingham Age-Herald. 

Mrs. Portly-Richc — It must be dreadful to 
be as hard up as the Bronsons. They never 
give anything to charity. 

Mr. P. R. — Well, for the matter of that, 
no more do we, m'dear. 

"No, but they can't say we haven't got it 
to give, though. — London Mail. 

"Hard at it, I see, Mrs. Grey." 

"Yes, Mrs. Bluchcr. this is my washing- 
day, and looking after a family of ten doesn't 
leave much time on my hands." 

"Is that Kitty's voice that I hear at the 
piano in the parlor?" 

"Yes, that's her. I don't see how I'd get 
along without that girl. Always on these 
days when I have the most tiring work, she 
picks out her nicest pieces, like 'Sweet Rest 
By-and-By,' 'Mother's Growing Old,' 'Love 
Will Roll the Clouds Away,' and sings them 
for me while I'm running the clothes through 
the first vi'ater. 'Taint every girl who'd be 
so thoughtful, I can tell you." — London Week- 
ly Tclegraj-h. 

December 15, l923r.-^>:> 

Page 47 


The New ' Columbia' Theatre, formerly the 
Riaho, Gushing, Okla., has re-opened un- 
der the capable management of Joe Patton. 

Albany Theatre has been opened at 
Albany, Texas, First National, Fox and 
Paramount pictures will be shown. 

The Strand Theatre at North Little 
Rock, Ark., which was closed on account of 
strike recently has re-opened. 

The Strand, at Allentown, Pa., has re- 
opened with new curtain, screen and other 
accessories calculated to make the showing of 
pictures more of a pleasure to patrons. 

The new Princess, Columbia, Texx., lias 
opened and is one of the most attractive 
playhouses in the state. 

Oklahoma and Arkansas theatres be- 
lon'gftig to .Southern Enterprises have been 
rerftbved frorii the jurisdiction of the Dallas, 
Texas office!' Arkansas will be handled out 
of Memphis, Tenn., office by Charles McU- 
ravey. Oklahoma ,-«Tt<teKoi*-'Smith, Ark., will 
be handled by E. L. Perry of Oklahoma City, 
while Al E. Fair %ill remain in charge of 
Texas ^,withg h^d<}uarters at Dallas, Texas. 


Fire of ujikiibwn origin swept a business 
block in CAKTERSvn.Lfi, Ga., last week, com- 
pletely destroying' the World Theatre owned 
by W. A. Dodd, and managed by T. C. Ger- 
main. The theatre was valued at $20,000, 
had a seating capacity of five hundred, with 
a policy of pictures and vaudeville. 

The Mission Theatre at Wichita Falls, 
Texas, has reopened, and is strictly modern, 
with over 1000 seating capacity. 

The James Theatre, Columbus, Ohio, 

which was formerly controlled by the Duzen- 
berry Brothers, has been taken over by a 
new company. 

The Oklahoma Theatre Managers and Ex- 
hibitors Association will convene at Okla- 
homa City, Okla., December 3, 4, at which 
time the officers for ensuing year will be 
elected and other important business trans- 



For Sale, 8 cents per word. 
Help Wanted, 6 cents per word. 
Situations Wanted, 4 cents per word. 
Special rates on long time contracts. 




Velvet and Velour Curtains 

jgnWltp Scenic ^tutiins 

220 West 46th Street New York Olty 

Motion Picture and "Still" Cameras rented, sold 
and exchanged. Portable lights for sale and for rent. 
Keep us advised of your wants. Ruby Camera Ex- 
change. 727 Seventh Ave., New York City. 


For Sale by 

Howells Cine Equipment Co., 

740 7th Are.; New York 

Hotel Richmond 

70 West 46th Street 
Between Fifth Ave. and Broadivay 
Neiv York 

Convenient location. 

For motorists in the heart of the Amusement 

Garage near by. 
Moderate Prices. 

Ask Your Distributor for 
Complete Information Regarding 


It Affords Even Distribution of Light, and 
Has No Fade-Out Regardless of Angles. Have 
You a Wide Theatre? If So, Write Us. 


165 Broadway New York City 



Slide Pencils 

(No. 168 Blue 
No. f69 Red 

uo. 173 Black 

Made in 
6 other colors. 

An inexpensive 
method of making 

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m colors. 

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CHICAGO, ILLINOIS ^ best for the leaVt money quickest dllivery c(Mil>iiiSS guaranteed 

Page 48 

Exhibitors Trade Review 






























American Film-Safe Corporation 


Insist on prints on 


— and all the quality that was secured in the 
negative will be seen on the screen. This 
means the kind of photographic reproduc- 
tion that appeals to your audiences. 

Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 




Grantland Rice's Sportlights 

One Reel Each— Every Other Week 

The Country is Sport Mad ! 

You can get the benefit when you play this series 

Grantland Rice is undoubtedly the coun- 
try's greatest authority on sports. Seventy big 
newspapers publish his "Sportlights." He is 
also editor of the American Golfer. That 
means national publicity. 

This series of pictures will interest every 
person in the country. Each illustrates some 
phase of sport. Each is beautiful, each has 
thrills, each is informational. 

The First Six 

1 . "Wild and Wooly" ; all there is to know about a Western rodeo 

2. "Girls and Records" : women of today who are making athletic 

3. "The National Rash" ; why golf is becoming the national game 

4. "Taking a Chance"; why nerve is required in football, polo, horse- 
jumping, etc. 

5. "Great Competitors" ; the closest rivals in many sports contrasted 

6. "The Call of the Game"; contrasts between the solitary sports like 
fishing, hunting, etc, and those which are witnessed by vast multitudes. 
You get all the thrill of big sporting events without the cost and the bother 

Pafhepicture " 

Produced J. L. Hawkinson 





9Ae Business Paper of the Motion Hcture Industry 

December 22, 1923 

ei/all vDant to see him! 

edy of the season- 
that's what the shrewd^ 
est judges are calling 
"Stephen Steps Out." 

— And he 
makes good 
— »^ with a bang! 









Qdapted by £,dwaid Kjiob/ocki 

■JJory by J^orberf 'Jalk^ 
J^hofo^raphy by Charlej- Jioj-her 


Now Booking 


Mary Pickford Char/e^ Chaplin 

Douglaj- "JairbankfT D.W.Qriffith 
^yiiram Qbramj', firexident 

" *Rosita 'Is A Good Film, 
Mary Pickford Excellent** 

"iMary Pickford has grown up. 
This is news of international 
importance. The transition is 
effected by means of the charm* 
ing comedy 'Rosita.' She is 

"Miss Pickford has burned all 
her bridges behind her. She is 
so good that she ought never to 
let down her hair again. 
" ' Rosita' is a good film. It has 
a dash of 'grand operaism', a 
dash of unusually good comedy 
and a dash or so of real melo- 
drama."— N. Y. Sun. 

Bustgit*s De liiixg KnocJsoutj 

^ OS Gpli M. S clicnck 

U V presents 



Jecirt Ha,vez 
Joe M^itclicIL 
Clyde Bruckmaii 

Bnster Keaton 
Jaxrk Blystone 

(fury Impericd Pictures, /j:d.,6xeLusiOe 
zOisiribuiors thjruoui ^reai jOritain, 
Sir WiUiamJicnj,Manaffiyiff 'Director. 

Iosco ImGHS 


"As a comedy 'Our Hospi- 
tality' is vastly superior to 
'Three Ages,' Buster's first full 
length picture. The present 
vehicle has enough matter to 
keep laughter going at a good 
clip throughout its seven reels, 
the fun rising in the travelogue 
to an uproar. 

"To see that wabbly string 
of old-fashioned stage bodies 
flopping along over the rickety 
track is a sure cure for indi- 
gestion and bad temper. 

"But, though there is so 
much of laughter in the pic- 
ture, there are thrills aplenty. 

"At one point Buster ties a 
rope around his waist, the 
other end of which is securely 
fastened to one of his enemies, 
who is above him on the top 
of the hill, waiting to kill him 
— 'Let me have a rope,' this 
gentle creature says. '1 want 
to hang a man over the cliff 
so I can get a better aim to 
shoot him.' 

"There is much more to 
this episode, but it pales into 
insignificance for danger when 
compared with the water fall 
sequence. Here Buster is 
lashed to a log, which gets 
tangled at the very brink of 
the fall, and while he drops 
over and is suspended in the 
air the log holds. He climbs 
back. Then when the girl 
comes rushing to death over 
the fall he swings beneath, 
catches her, drops her on a 
safe ledge and makes his own 
way back to the top of the 
rocks." — San Francisco Chron- 

"There are several things 
that make Buster Keaton's latest 
picture, 'Our Hospitality,' a 
remarkable and at the same 
time the most enjoyable com- 
edy the frozen-faced fun 
maker has ever accomplished. 

"There is suspense mixed 
with the fun and the rescue 
scene over a great water fall 
makes you catch your sides 
with laughter one minute and 
gasp in astonishment the 
next." — San Francisco New. 

"One scene after another 
precipitates hysterics. The 
famous old 'Rocket,' great- 
great - great - great - grandfather 
of the modern Mogul engine, 
has been faithfully reproduced, 
with its ridiculously inade- 
quate little engine, fired with 
kindling, pulling three wobbly 
coaches over a scalloped road- 
bed. Then there is an amus- 
ing scene in the family home 
of the Canfields, whose private 
arsenal is called into play 
with the arrival of the tra- 
ditional enemy. At the end a 
really gasping episode is 
brought about and there is the 
typically funny Keaton finale. 
In many respects this is Kea- 
ton's best picture; there is 
plenty of humor. It will prob- 
ably be swallowed whole by 
many a wide-eyed movie fan." 
— San Francisco Journal. 

Moving Picture 

"Our Hospitality" 


auction iif~7~^- ^1 "'^"'•fnr Tu ■ 
very fiL, ^ >epruduetJon nf '"""o- 

neved one R situation is ^,1 l"' '''^ 

Pression as the ° a goo 

"anres appear in 51°'""' ^"^ othefl 



Jury Smperial Victures Xtd.. &xclu^iv)e T>isirihvLtoT5 thrtcou-t 
Grtat yiyibaJuyi.. Sir. WMvam. (j-ur-u, MM.yux^lng Xvracbav, ^ 







and further 

"Iz's melodrama, with domestic sea- 
soning ; thrills aplenty ; action a bit 
stiff at the start but speeding up as 
the story progresses and whirling into 
' a smashing cl